Twitter has been largely responsible for the unwillingness of many people to read anything longer than 140 characters. That's why I'm not that surprised that the microblogging site is partnering with Room to Read, a non-profit from San Francisco-based that promotes literacy around the world.
But what does surprise me is Twitter's approach. They are selling bottles of wine for $20, with sales benefiting Room to Read. The wine is a Pinot Noir called Fledgling, and is set to be bottled at the end of the month.
Is it a good cause? Definitely.
Do I like wine? Sure, I've made that clear before.
But is selling wine a good fit brand-wise for a social networking giant that has nothing to do wine? That's where they lose me.
While I'm by no means denouncing anything that raises money for a worthy cause, this promotion raises some eyebrows if you look at it from a public relations brand management standpoint. And although I do like the name of the wine, a clever name does not a great campaign make.
However, I'm sure Twitter will be able to utilize it's success and size to put a cork in world illiteracy.
