The #hashtag symbol has come a long way since it was coined as part of the Twitter lingo. Since then, they have been spotted everywhere and are a part of every social media strategy and at times traditional strategies too. It’s one of the new cultural trends on the block. Read on to learn more about #hashtagging, which we will illustrate by a #hashtagging campaign that is being fueled by the eYeka community for the beloved stackable snack chips: Pringles.
The Rise of the Hashtag
Hashtagging (#) has managed to create a bandwagon of an effect. Brands are seeking to grab an opportunity to use it and capitalize on it, while people are hashtagging because it’s cool or they want to be a part of a clique or to get an assertion from their colleagues. Hashtagging is also a method of tracking and grouping infinite amount of noise online. Checkout the first hashtag ever tweeted!
how do you feel about using # (pound) for groups. As in #barcamp [msg]?
— Chris Messina™ (@chrismessina) August 23, 2007
Hashtagging is like a commitment. Everyone knows that once something has gone online, it stays there and nothing can be erased. Hence, when brands use it as a promotional method to increase engagement amongst consumers, they need to do it prudently. If hashtags are not being used or created correctly for a brand campaign or a brand event, it may have a negative impact on a brand’s image and as a result could deteriorate its reputation or worse, its value. Some of the big brands such as McDonalds, Waitrose and J.P.Morgan have also failed to coin a perfect #hastag that could work in favor of the brand, rather they have been battered on twitter by consumers.
The #YouDontJustEatEm Campaign
At the beginning of this year, Pringles launched its #YouDontJustEatEm campaign. They started this campaign to engage and interact with their fans on social media, namely on Facebook, Instagram and Twitter. They asked their fans to post pictures, videos and tweets at @Pringles with #YouDontJustEatEm and tell them what else they can do with Pringles, other than just eating them.
They have spread their campaign across all mediums, from traditional to online media. You can find #YouDontJustEatEm everywhere from print to videos along with social media. Pringles has been successful in encouraging its fans to interact with the brand and to showcase their creativity. Having #YouDontJustEatEm on packaging to social media has ensured that fans react.
Pringles has not just crowdsourced through social media for answers to their question “#YouDontJustEatEm, so what can you do with them?” but also incorporated the co-creative platform eYeka for more creative answers, content and ideas, to elevate their engagement strategies. With eYeka, Pringles wants to elevate the effectiveness of this campaign. They wish to use the crowdsourced content of the winners of the print and video contests on eYeka to further enhance engagement with their fans on social media.
They have so far acknowledged and credited fans, in return for their creativity and participation on their social media platforms and we are awaiting the results for their print and video contest on eYeka. Stay tuned to find out the results of the #YouDontJustEatEm contest on eYeka!