Sometimes there's nothing better for a brand than a strong competitor, so to promote Vodafone TV (a digital service that broadcasts major German TV channels in HD), Jung von Matt Alster invented a comical rival set on revenge. 'Alt-TV" (translated as Old TV) was portrayed as an old-fashioned TV station whose wrath at Vodafone was so great that they invented the 'Tweet-Killer' - a machine which would 'shred' any tweet which carried the Vodafone TV hashtag. The 'machine' was broadcast live online at a specially created Save Alt TV website, and the idea caught on, prompting Twitter users to use the hashtag when talking about anything they wanted to see shredded. After three weeks, 43,000 tweets had been shredded.
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