Emirates in Twitter campaign to create a ‘Twexican Wave’

Tim Burrowes

June 2, 2010 10:41

Emirates has launched a competition on Twitter inviting countries including Australia to create the longest “Twexican Wave” as part of its marketing activity as an official FIFA partner.

The winner from each country will receive a double pass to attend the FIFA World Cup final at South Africa on July 11.

In what Emirates is claiming is a “world first”, entrants are required to change their Twitter profile picture to one with their arms in the air, reenacting the Mexican Wave.

A new wave starts when someone with an arms-in the-air profile picture tweets #twexicanwave. The wave is broken when someone tweets #twexicanwave without a new profile picture.

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Tim Burrowes

Tim Burrowes is the publisher of Mumbrella and Unmade. He co-founded Mumbrella in 2008 and sister title Unmade in 2021. He's worked in the UK, Middle East, Asia & Australia and has specialised in writing about the communications world for the last 25 years. He wrote the book Media Unmade, published in 2021, and became the presenter of MediaLand on ABC Radio National in 2025.