Elon Musk’s ‘I Love Floors’ Tweet Is a 3-Word Masterclass in Marketing

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This article originally appeared in Inc. on June 30, 2017

I woke up early yesterday morning to the birth of yet another internet meme inspired by Elon Musk’s tweet, “I love floors” spawned by superconsumers of both Elon Musk and the movie Anchorman. He then cleverly followed it up with similarly silly tweets about how they are reliable and under appreciated floors are, but then hit us with the punchline of how tunnels are even better…and that we should try it. In five simple tweets he lured us in and began seeding demand for his latest new venture The Boring Company, which just started drilling underground under Los Angeles to move cars on an electric skate and potentially passengers on the Hyperloop.

The natural question comes to mind–was this a showcase of Elon Musk’s quirky humor or his clever marketing genius? Or he is playing chess while others play checkers?


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