Ben & Jerry's Fair Tweets

In support of World Fair Trade Day, Ben & Jerry's have come up with an initiative to use the spare characters from people's Twitter updates with their permission.

You install a browser plugin from Chrome or Firefox, or bookmark the Fair Tweets mobile site and Ben & Jerry's algorithm will automatically populate the unused space in your message with World Fair Trade Day communication.

This is a smart media idea, which hardwires communication to personal networks. Although it could result in message overkill from heavy tweeters. It uses the permission of the tweeter, but not their followers, who are subjected to news they didn't sign up for.