Rohit Bhargava tells this story at the Influential Marketing Blog:
Several years ago a group of marketers working in the healthcare industry were planning to attend the rapidly growing South By Southwest (SXSW) Interactive Festival in Austin, but felt frustrated at the lack of panels and conversation devoted to the topic of healthcare. Wanting a good alternative, they banded together to create their own show they called South By Social Health (SXSH).
For weeks they used the #sxsh tag (and a secondary tag of #hcsm – “health care social media”) to bring the conversation together. For years after the event, both tags continued to be used to bring digital healthcare conversations together. What’s the lesson for brands?
Sometimes a hashtag can offer the ultimate means to foster a conversation on a topic broader than your brand, and let you do it in a way that can last far beyond any one campaign.
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