Experimenting with “Phigets” that allow the computer code/software world to communicate with the physical world through a simple electrical switch and relays, a team at McKinney thought that would be an excellent way to give Steelers fans everywhere the chance to show off their team spirit all the way up to the big game. By simply tweeting #steelersnation or #twerribletowel, fans could keep their beloved Twerrible Towel waving until kickoff. They could also visit http://www.twerribletowel.com to watch the towel twirling live and see their Twitter name appear on the screen. Ten percent of the team’s time quickly turned into almost 50,000 twirls of the Twerrible Towel. Twerrible Towel is a product of the McKinney Ten Percent, an initiative that encourages all of the agency’s employees to dedicate 10% of their time to innovation.