Twitter Fail Whale Error Message By Yiying Lu

The next question the Fail Whale community wanted to address was getting the word out about the Zazzle shop. Tom had originally wanted to send shirts to the team at Twitter as gesture of community support, and he now also realized that the gesture could also be a way to promote the artist herself and her new shop.
So, the Fail Whale fan club rallied together to round up the $361.17 needed to purchase 20 shirts and have them shipped to Twitter's offices. Also included with the shirts was a note from Tom and the gang which offered a message of support to the Twitter team and also a request to tweet a thank you to Yiying which included the link to the Zazzle store.
Twitter's Evan Williams did end up tweeting about the shirts shortly after their arrival. Though he wasn't sure how to react (tweeted: "mixed feelings"), he did include the link to the online store. Tom equates this tweet to a media buy...at a $25.06 CPM. Of course when you take into account the re-tweets and the other subsequent Twitter messages linking to the online store, the effective CPM goes down quite a bit.