Chances are if you’ve heard of a Twitter hashtag campaign, it’s because it failed. The marketing world, in fact, is littered with the recent detritus of woebegone hashtag campaigns. Think back to McDonald’s doomed #McDStories campaign or RIM’s #BeBoldeffort, and it seems that trying to create a stir on Twitter is a fool’s errand.Focusing on such misfires, however, conceals the fact that some — or even most — hashtag campaigns are actually successful. Below are six campaigns that effectively harnessed Twitter in a way that provoked positive discussion and action.
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