Allen Solly use twitter billboard for sampling

The twitter powered billboard from India was created to launch a new clothing collection at Allen Solly. The billboard houses about 60 shirts, each rigged with a solenoid and the new collection graphic behind it, and with every tweet, a random solenoid would inch forward, helping to punch the shirts from the billboard, revealing the new collection andrewarding the tweeter who knocked it off the wall with a sample.
[youtube=http://www.youtube.com/watch?feature=player_embedded&v=8eHt6CVUlLI]
Via: digital buzz