According to Fast Company, Twitter exec Adam Bain predicts that at least half of Super Bowl XLVI ads will contain a Twitter hashtag.
They say ‘If last year was the year that ads started incorporating Facebook addresses into their creatives, this year--at least this Super Bowl--might be the year that hashtags reign supreme.’
Tags to watch out for will include Coca-Cola's #GameDayPolarBears and H&M's #beckhamforhm.
The hashtag drive is part of a Twitter sponsored activity called Ad Scrimmage.
'...ads can compete to see which gets the most buzz in the week following the game. The system builds on previous voting programs Twitter has developed for shows like X Factor. Fans vote by tweeting and directing their followers to the custom ad gallery on the Super Bowl website. Ads that get the most votes move to the top of the list, and the winner gets a free Promoted Trend on Twitter.'
Good to see USA catching up with us at ClemengerBBDO in Melbourne.
We've been tagging Carlton Draught spots with #carltondraught since back in October 2010, of course... ;)
The same time that we coined the phrase 'appointment to tweet'.
HT Andrew Pascoe