The Twitter campaign that Twitter HQ references

Mellow Mushroom is a pizza place with a laid-back hippie mentality and a rather stoned-looking mushroom for a mascot. As they grew to 130 stores in over 100 U.S. cities, they wanted to get more followers on Twitter. So we told people if you follow us, we'll follow you. We didn't mention we'd be doing it in real life.

"When you follow brands on Twitter, at best you get a smattering of decent jokes littered across your Tweetdeck timeline, and at worst, you're bombarded with promotional tweets that practically beg you to unfollow them. Pizza place Mellow Mushroom does neither." - Creativity .