Carleton’s Anniversary Hashtag Gets a Makeover

Launching a hashtag to promote your brand often provides great potential to expand your reach, connect with fans, and use the power of the masses to help build up reputation. But as Ottawa’s Carleton University found out today, it also provides rife opportunity for subversion.

The school launched a new public awareness campaign this morning to celebrate its 75th anniversary, that follows the theme “Distinctly Carleton.”

As part of the launch, Carleton revealed a new website (as well as a special campaign page) and unveiled massive portraits of famous alumni like former Prime Minister Lester B. Pearson, writer Lynn Coady, journalist Nahlah Ayed, and Ravens basketball star Philip Scrubb, among others.

Part of the launch also included a hashtag campaign.

It didn’t take long for students and faculty to give the hashtag an entirely different meaning.

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Deadspin’s Takeover on Twitter: What Was the Point?

There’s no denying that Gawker Media has a certain edginess that draws readers in like addicts.

As one of the leading click bait sites, Gawker does a lot of things to give it that reputation: they swear in articles (gasp), they rally against the status quo when others back down, they write lists about everything from Lost characters to pie. They even split fans of America’s pastime and wreaked havoc with the whole Baseball Hall of Fame earlier this year when they bought a vote from ESPN’s Dan LeBatard. They are not strangers to controversy, and people either adore or hate them for it.

Having earned such a strong following (47 million monthly users in the U.S. alone) and extreme levels of engagement, it’s easy to picture some marketing teams spending countless hours stressing over how to tap into that sassy, no bullshit, screw societal norms attitude.

The Atlanta Hawks decided to just eliminate the middle man.

Deadspin Twitter takeover Atlanta

Deadspin’s Drew Magary tries to rebrand the Atlanta Hawks as the “Death Hawks” on their official Twitter account.

Earlier today, the team decided to hand over their Twitter feed to Deadspin (Gawker’s sports site) writer Drew Magary (as well as allowing him to sing both the Canadian and American national anthems before the Hawks game against the Toronto Raptors).

Magary brought his usual balance of wit and astute observational skills to the feed, evidenced by his repeated attempts to make “CAW” the team’s new slogan, as well as his insistence on rebranding the team as the “Death Hawks.”

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