While the brand’s assertion that Downy is a “secret weapon for a romantic Valentine’s Day” might not hold water, the “Tweethearts” program trumped other Twitter-centric programs around the 14th of February. Some followers who appended their messages with the hashtag #GetDowny found those messages re-recorded by a sultry-voiced DJ, while others could choose from a pre-recorded message bank. The end result: a far more clever engagement than the sort usually associated with a household product.