hash­tag teams

Wallpaper - - Newspaper - | JOHN WEICH

With hash­tags driv­ing so much so­cial con­ver­sa­tion, it’s lit­tle won­der that brands are scram­bling to claim their own 24 hours of fame – a day ded­i­cated to what­ever it is they of­fer. A typ­i­cal month on the cal­en­dar of­fers a smor­gas­bord of hash­tag hol­i­days cel­e­brat­ing ev­ery­thing from Star Wars and hats to doc­tors and pets. In­creas­ingly, how­ever, they are be­com­ing dom­i­nated by food. These man-made cel­e­bra­tions may lack the tra­di­tion of, say, St Valen­tine or Ni­cholas, but they more than make up for it in branded blus­ter. Peanut but­ter, crisps, dough­nuts, piña co­ladas and tacos have all had their own day. And foods that lack enough cache to claim their own spe­cial day can scurry un­der broad um­brella hash­tags like greasy foods and sand­wiches. So many hash­tags, so few days of the year. Brands look­ing for some so­cial at­ten­tion should act fast. #scarcity­looms

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