What do you get if you combine Space Hoppers, Twitter, a south London warehouse and marketing for mobile phones? Sony Ericsson's #Pumpt campaign is what.
The phone co is flogging its Space Hopper theme almost to the death with a new stunt that presumes people want to watch a live video feed of said bouncy toys being pumped up in real time as people tweet a hashtagged phrase on the micro-blogging site.
The whole stunt is designed to promote Sony Ercisson's recently launched Satio and Aino handsets, although users of the former may prefer the company to concentrate its efforts on a firmware upgrade.
Hit play on the video above to have it explained to you by some affable SE bods and if you must, tweet #Pumpt to insert your personal puff of air into the campaign.