In this video (Spanish with subtitles), Grey Buenos Aires explains how it used Twitter as a second screen to get viewers of the "Saturday Bus" program, featuring Maria Paz Delgado, to retweet each time they saw a reference to Senorita Delgado in their feed. For every 15 RTs monitored, Playboy would reveal another block of her nude pictorial (from her October issue appearance) on Tweetgrid.
At least, I think that's how it worked. Contains nudity, obviously.
Playboy Tweetgrid from Velasco845 on Vimeo.
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