2013'S WORST AD CAMPAIGN HASHTAGSIf you think hashtags are the next big thing for your advertising efforts, proceed with caution before you lay your brand out to dry.

By Hollis Thomases, 12/30/13

BACKGROUND

Tweets and hashtags have gotten people and brands into trouble (Justine Sacco/IAC debacle)

Typically result from careless postings; did not follow the 10 second self-censor "rule”

Hashtags in advertising are not accidental Ad agencies and their clients put a lot of deliberate

thought and approval processes in place Hashtags could be considered one of the latest

"it" bright shiny object techniques in advertising. Advertisers want to find a way to weave a hashtag

into their campaigns to show what great "integrated marketers" they are.

Often leads to poor or useless execution

THE BENIGN/ADD NO REAL VALUE HASHTAGS

1. FORD’S #FORDDREAMBIG

Used by some consumers the way Ford intended them to, but then there are the abusers, and it’s the abuse a brand should not leave itself open to

2. TOYS R US'S #WISHINACCOMPLISHED

With no brand correlation at all and tiny font flashed on its television ad, Toys R Us leaves itself open to hashtag hijackers and brand protestors.

3. SPRINT’S #HONORTHIS

While this campaign featuring James Earl Jones and Malcolm McDowell vocalizing calls and texts of supposed Sprint users flashes the hashtag on- screen for all of two seconds at the very end of the commercials…

#HASHTAGFAILS

1. DOMINO’S #POWEREDBYPIZZA

Rohitb Hargava makes a compelling case: you can have a great hashtag, but can fail without great execution

2. GUINNESS'S #ROUNDUPYOURMATES

Dan Barker’s blog shows just how far a brand is willing to go to experiment with hashtags in advertising…and fail. Great advice on how to do it better.

RIPE FOR ABUSE

1. JELL-O'S #FML

Playing off a standard negative acronym hashtag (***k my life), Jell-O converted it to “fun my life,” offering to help out a few lucky #fml sufferers…but do you want your brand associated with a hashtag that’s dicey to begin with?

2. WONDERFUL PISTACHIO'S #CRACKINSTYLE

TV commercial featuring Gangham Style’s Psy and a dancing pistachio. The hashtag is not only unmemorable, but also easy to abuse, particularly after Psy’s anti-American statements.

3. MUCINEX'S #BLAMEMUCUS

Mucus is gross; a hashtag about it is gross too.

Evidence of paid incentives (a #blamemucus party?!)

4. CHARMIN'S #TWEETFROMTHESEAT

This campaign is just wrong, wrong, wrong.

KEY TAKE-AWAY

If you’re considering incorporating hashtags into your advertising or marketing campaigns really consider if the hashtag is adding any or enough value. That value has to outweigh the likelihood of the negative or hijacked use of your hashtag.

Don’t miss this "#Hashtag" skit with Jimmy Fallon & Justin Timberlake

HOLLIS THOMASES – CLIENT DIGITAL ADVOCATE

In 1998, multi-time award-winning entrepreneur Hollis Thomases founded Maryland-based Web Ad.vantage, providing strategic digital marketing and advertising solutions. In 2013, Hollis became a sole practitioner focused on marketing advocacy – ensuring clients were educated and aware of the pitfalls and missed opportunities that the digital marketplace can provide.

In January 2010, Hollis authored the book, “Twitter Marketing: An Hour a Day,” by John Wiley & Sons, and has been a columnist with Inc.com, Social Media Marketing Magazine, and ClickZ. Hollis also frequently speaks at industry conferences and association events.

Hollis Thomases graduated from Cornell University with a BA in Social Relations. You can find her in the Twittersphere @hollisthomases, on LinkedIn, by email or by old-fashioned phone: +011-484-679-6364. 16