The honey badger don’t care—except when it comes to Twitter.
The Johannesburg Zoo has come up with an ingenious social media marketing tactic that involves a tweeting honey badger.
As the badger in question, BG, moves about his enclosure throughout the day, six infrared sensors capture his movements. That information is sent to a server, and it triggers pre-written tweets.
In just a few short weeks of tweeting, BG has attracted more than 3,600 followers. You can also track him via #tweetingbadger.
The concept comes from the zoo’s agency partner, Draftfcb, and its digital arm Hellocomputer.
Check out more on how it works in this video, which the group posted to YouTube: