The fridge was set up at the production company Baluba run by Swedish comedian Peter Settman and his friends. Every time someone opened the doors, the fridge sent out a tweet with an attached live video stream. A sensor inside the fridge sends a signal to an Arduino™ that forwards the signal to an external computer. The computer activates the webcam and access the video feed. A tweet is automatically made and posted online. Simple as that!

People got an 'inside' view into the daily work and a chance to see visiting celebrities. But the best part is: We didn’t have to start the conversation. The fridge did it for us: several international news sites picked up the story about the worlds first tweeting refrigerator. But not only that: the search word 'LG' rose by 32% in Sweden during the campaign. The campaign message spread globally to over +1,200 influential blogs and newspapers which gave LG some well earned PR. Estimated PR value = 1.7 million Euro. Earned media with a reach of 76 millions.