Lance's Twitter Love now a marketing tactic

The guy has been tweeting for some time. He used it during the Giro d'Italia to bypass the reporters assembled at that race. Now he's using it to both bypass reporters and help market his sponsors. Brandweek details the effort in Lance Armstrong Peddles 'Tour de France' via Social Media. Oakley, Nissan, and Clear20 are in on it. The last one is the best--it is a portable filtration system.