Orange turning around singing tweetagrams

Right on schedule, advertisers are drawing up campaigns straight out of the Old Spice social-media playbook. U.K. telecom Orange is putting its own real-time twist on the Old Spice guy's fan-response gambit with an a cappella trio, the Rockabellas, who are on call to deliver "singing tweetagrams" for you. It works like this: You write the tweetagram message to someone, adding the hashtag #singingtweetagrams. Orange picks the best ones and has the Rockabellas record the message in song "within a few hours."