Brain surgery on Twitter? It’s hardly rocket science.

Where’s your head at? Over 14million people’s smart phone screens if you’re a 21 year old from Houston, Texas! That’s because her operation was featured in a groundbreaking as-it-happens Tweet-a-logue from the States.

Not squeamish? You could immerse yourself in the whole experience with ‘rapid play-by-play’ updates. It was multi-channel too – with pics on Pinterest, videos on YouTube and a webinar with the surgeons. And, of course, it was all hugely viral with viewers jumping at the chance to share via Facebook.

There were a few hitches. Check out the ‘DELAYED PHOTO due to Twitter technical feed’. Let’s hope they didn’t put the operation on hold to keep everything in real-time!

Okay, so far… so medicinal. What can us marketers learn?

Well, there’s the seamless roll-out across multiple-channels; fully utilising their respective strengths. But it’s the language that impresses. There’s no dumbing down. Who could have imagined such a clear and straightforward exegesis of taking someone’s head apart and putting it back together again?

At this rate there might even be hope for the EU cookie law makers.

Check out your DIY guide to brain surgery at the site:

http://www.memorialhermann.org/locations/texasmedicalcenter/brain-surgery-live-tweet/

Here’s one of the videos – GPS for the brain!

www.thisistda.com