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From setting up Cee Lo Green’s pet Purrfect the Cat with her own verified (but now sadly dormant) Twitter handle, to that zany stunt when Adam Levine and Blake Shelton swapped Twitter accounts and hilarity ensued, to inviting pretty much every viral You Tube and Vine star ever to the Blind Auditions, and, of course, to implementing the controversial Instant Save in Season 5, has attempted to keep its two V-formation fingers on the digital pulse.