R/GA associate creative directors Christian Behrendt and Leif Abraham (aka Innovative Thunder) have taken one of three Cyber Lions at Cannes for their Pay with a Tweet idea. First set up to promote their own book Oh My God What Happened and What Should I Do?, it allowed users to download the product if they tweeted about it. The idea saw over 13,000 downloads in the first 24 hours, and they also sold thousands of copies on Amazon.
The Pay With A Tweet button is now used by brands including Greenpeace and Microsoft, and has become 'the world's first social payment system'. People who have something to sell simply add the Pay With A Tweet button to their site, and people who want the product simply click on the button and tweet about it.