Marketing specialist for the IT and technology sector, DirectionGroup, has created an engaging direct mail campaign for Valentine’s day, by sending loveheart sweets to clients and associates asking them to tweet about love.

Recipients of DirectionGroup’s Tweetheart boxes were asked to tweet about what or who they love with a hashtag.

A twitter account was also created specifically for the campaign. The promotion will run throughout the romantic period in February for offices to share the sweets and tweet.

Debbie Bough, client services director, DirectionGroup, says: “We wanted to do something fun that would generate conversations and a buzz in the recipients offices and via twitter.

“There is no better way to engage than sending out a box of everyone’s favourite sweetheart sweets, that never fail to excite and get people talking about what’s printed on the sweet and who or what they love the most.”