Cleaning Product Brand Launches “Cleanest Twitter Account” With Automagically Appearing Images

European homecare brand Spontex, with help from Fred & Farid, has launched a French Twitter account — @SpontexFrance — that is being billed as “The Cleanest Twitter Account.” Get it? Cleaning product brand launches clean Twitter account? OK. Moving on.

This “cleanest Twitter account” is clean in the sense that, well, the feed is basically blank white space until, that is, you click on the white space which then expands to an image which delivers witty, secret messages — some showing the brand’s cute hedgehog mascot — all designed to tout the brand’s new Full Action System Broom.

If the lure of finding the secrets behind the white space isn’t enough, the brand will occasionally insert tweets that reward the new product to the first person to favorite them.

The images in the tweets are made from white PNG images which automagically display when the larger Twitter image window opens.

Here’s a video overview of the campaign. It’s in French but you’ll get the idea.

Here’s what the @SpontexFrance page looks like before images are clicked:

Here’s what you see when you click on the white space:

Translation: Congratulations to the first winner!

And here are some actual tweets which you can click to try yourself:

pic.twitter.com/8rRuQMVuqA

— Spontex France (@SpontexFrance) May 26, 2015

pic.twitter.com/IxYAlGdrxq

— Spontex France (@SpontexFrance) May 26, 2015

pic.twitter.com/e6Z3kYU98Y

— Spontex France (@SpontexFrance) May 26, 2015

How well is the campaign working? Well, the account was only started on May 26, and it has gathered 929 followers as of the time of publication.