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On February 23, an online marketing organization, MGH Word of Mouth, got involved in the debate whether @visitchicago or @travelportland would become the first to get 3,000 Twitter Followers. At that moment, each city had approximately 2,700 followers.
However, one of the clients of MGH Word of Mouth, Baltimore Area Convention and Visitors Association (@BaltimoreMD)urged the bureau to help them beat the two other cities.
MGH Word of Mouth took the challenge and Ryan, the Word of Mouth Strategy Director, offered to get the Twitter fail whale tattoo (with Baltimore’s Natty Boh in it) if they succeeded in getting @BaltimoreMD a total of 3,000 followers by midnight.
The tattoo idea is what drove the followers, and thus the tattoo was made.