Twitter lit up Times Square yesterday evening with a billboard screen campaign showcasing tweets from its own @Twitter official handle. 

The lighthearted tweets, including "Wow" and "Is this thing on?" are, according to the company, designed to "reflect the lighter, more conversational nature of Twitter." 

The new, less corporate tone of the @Twitter handle is designed to drive more engagement by inviting conversation and replying to Tweets. The company says it has seen a 14 per cent increase in replies to @Twitter’s Tweets since it was introduced in September. "We liked our tweets, so we made them bigger," states a spokesperson.