What should I do when the cereal is finished?

Many people run into this problem: In the morning, they suddenly find the breakfast cereal has eaten. When David Berkowitz encountered this dilemma sometime in October last year, he did not expect to meet him instead of a surprise. When David was told about the matter on Twitter, Shaving Foam (a pre-shave softened beard cream) company Edge sent him a large bag of cereal, enough of them to eat for a while.

"I have not finished eating the cereal they send, and I will always have a good impression on the brand," David said.

From September last year, a total of 234 people received a similar surprise from the @EdgeShaveZone Twitter account. As part of Edge's "Anti-Irritation Campaign," two staff members look for, reply, and address the resentment of users around the clock on Twitter, most of whom rely on #soirritating tagging users add to their tweets To "Surprise" from the event team Everything from iPads, computers, to loudspeakers, to dancing panda videos on YouTube, to "quell grudges." One lady made a Tweet and said she heard a Spanish-like buzz in her ears every day, and Edge sent her a Spanish dictionary.

In about three months, @ EdgeShaveZone garnered about 1,500 fans altogether and the # soirritating tag was used for about 6,800 times, plus several media coverage, all of which brought more event responders to Edge - considering these Factors, Edge decided to extend the event throughout 2011. Mashable recently interviewed a team running this event in Edelman Digital to understand the elements of success in the event.