In Japan a Person Sighs Every Three Seconds... On Twitter

Every three seconds? According to mineral water maker Vittel, once every three seconds a person tweets that he is 'tired' or 'sleepy'. Research (Japanese) has shown that the number of tweets increase around Wednesday. This might be caused by a start-up problems in the beginning of the week, worsened by the prospect of two more days of hard work until the weekend.

You can see the evidence here (source). The red line indicates the tweets about 'sleepy' and the blue one are tweets about being 'tired'.

The x-axis are the days of the week. With some imagination, you can see some peeks around Wednesday (水).

So what do you do with this information if you bottle mineral water? Create an app ofcourse! On the Vittel Refresh Tweet site you can link the site with your twitter account and then it will run a movie that contains a few tweets from your accounts and some profile pics of your followers.

It wasn't very interesting for me to be honest but it might work better if you have some posts in Japanese about being tired or sleepy, something my twitter account lacks. In any case, it's innovative enough to create a campaign around it. If it is possible to pick and choose tweets from an account that gives access to an app, it would be also be possible to make it return messages in real-time based on the wording in the tweets.

Food for thought? Thirst for knowledge? Innovation in the Japanese advertising landscape never ceases to amaze me.