In a brilliant leveraging of a very popular hashtag, BBDO Belgium, on behalf of its client Tabasco, launched a Twitter campaign that monitored and responded to tweets which used the hashtag #notaste. For every #notaste tweet Tabasco replied with a creative tweet that included the hashtag #addtaste.
For example, one tweet from @abbiebooboo read, “I cannot handle it #maserati #notaste #baller only in Manchester” which included a picture of some dude’s blue Maserati with a “Baller” license plate.
I cannot handle it #maserati #notaste #obviouslyasian #baller only in Manchester ✊ pic.twitter.com/UHKejnmZSs
— abbie beautement (@abbiebooboo) March 26, 2014
Tabasco replied, “@abbiebooboo Don’t feel blue. Let’s #addtaste and make this beauty a redhead” along with an image of another Maserati turned red by a big bottle of Tabasco.
Another tweet involved Tabasco replying to a tweet that apologized to Barack Obama for #notaste present he received from the Belgians. The reply, of course, included a cheeky tweet with a Tabasco bottle in it.
And then there was a witty response to a complaint about Kim Kardashian appearing on the cover of Vogue with Kanye:
BBDO claims a response rate of 29.7% to its #addtaste tweets. Check out the case study video below.
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