So T-Mobile have launched a Twitter promotional campaign, surrounding the hashtag #BritainLoves, to promote it's new 'Full Monty Plan' contract option. However, very much like RIM's attempt at cracking the metaphorical nut that is Twitter marketing with #BeBold, and McDonalds' #McDstories, the situation may have gone everso slightly ary.
It seems that the British population are following their stereotypical cynicism of situations, as they're seeming to love ranting about their people, their money, the weather and just about anything else that happens here.
So far, topics covered have been teenage pregnancy, immigration, the benefit system, queues and cups of tea. We would say that a sector of the tweets have become a political discussion surrounding Britain's immigration policy; but that would be giving people such as these examples below inclusion of being called part of the 'discussion,' when their lack of knowledge and factitious irrelevancy is evident.
We're not writing to express opinions or raise further discussion over rather subjects such as these; but from what knowledge we have on these topics, maybe Google's accidental definition of an English Person fits some of these users rather nicely.
The main lesson we can learn from all of these stories as of recent is a simple one: don't make your promoted hashtags too generalised. While it may have seemed like a good idea on paper for the company, as Hashtags are widely adopted by tens of thousands on a daily basis, when marketing is based on primarily a good idea and chance, this form leaving too much to the latter.
Before long, the message you're communicating and the product you're promoting becomes convoluted and buried underneath a wider discussion that either doesn't relate to your company, or becomes a channel of focus for voiced complaints.
The idea of Twitter reserving a spot for the highest bidder on their list of trends and tweets is seen by some as somewhat of a compromise to an entirely user-focussed experience, and rebellion comes naturally to most.
We love to take down 'the powers that be,' which is maybe why the fact that many of these hashtag campaigns have invested heavily to get to the top of trending lists makes these the symbolic targets they are.
Besides that, the mobile plan T-mobile introduced is pretty awesome, and the advert's nice.
I am the Founder and Editor-in-chief of New Rising Media. You can follow me on Twitter @MrJasonEngland.