Dive Brief: 

• LG is promoting its new Nordic fridge range with a refrigerator that sends a live video tweet every time its door is opened. 
• The fridge was created in collaboration with agency M&C Saatchi Stockholm and is currently set up at Swedish TV production company Baluba, so the tweets occasionally feature a Swedish celebrity. 
• Interested parties can follow the tweeting fridge at @LG_insidestory.

Dive Insight: 

While the idea is creative, the Twitter handle had less than 30 followers at publication. With that few people interested, the idea isn't likely to generate much buzz, unless you count all the media attention it has received. Certainly, the idea has appeal to journalists and other marketers, even if falls flat for consumers.