Twitter used to brand products … and deliver a touch of kindness, too

No sooner had English IT worker Emma Button kvetched on Twitter that she had accidentally put ground rice in the sugar pot, she received a reply from a British Interflora branch.

Sorry to hear you’re feeling ill – would some surprise flowers make up for the sugar incident, it read.

Within hours, she had a bouquet delivered to her door, and Interflora had a glowing Twitter testimonial, along with Ms Button’s promise to talk up the company on her Mellow Mummy blog

The florist chain has been sending flowers to British tweeters who complain of feeling unwell or sad for several months now. According to Trendwatching.com’s latest bulletin, it’s part of a new marketing technique — via redwolf.newsvine.com

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