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Visitors to West Edmonton Mall can make it snow inside the shopping and entertainment centre by tweeting up a storm this weekend.

The mall has installed snow machines in Phase III, by the dancing fountains, that dust the area with flakes on the hour every hour.

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But this weekend, the snowfall can also be activated if enough shoppers post tweets with the hashtag #twizzard. It takes 100 #twizzard tweets to make it snow.

Observers inside the mall will be able to anticipate the snowfalls by watching a barometer by the Phase III fountains which keeps track of the tweets.

“We want to create some holiday magic while engaging our guests,” said West Edmonton Mall vice-president of marketing Anna Alfonso.

“So many of our guests are connected digitally and we thought this would be a unique way to blend both the digital and retail experiences. We look forward to the conversations and seeing just how many flurries our guests generate.”

Mall visitors will be able to make it snow Friday between 3 p.m. and 8 p.m.; Saturday between 4 p.m. and 9 p.m. and Sunday from 3 p.m. to 7 p.m.

The snow is not the real stuff, but dry, evaporating flakes used in theatrical productions, the mall said. It does not accumulate on the floor.

bmah@edmontonjournal.com

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