Social media is such a turbulent and fluid platform, sometimes marketers need to think outside the box.
The folks at Penguin Books did what many others in the industry do and asked their followers to engage with a hashtag. But the hashtag they chose was a bit... strange.
In light of Mother's Day, they offered people free gift advice if they tweeted at them with #YourMum.
For the next hour (and every lunchtime this week), tweet us using #YourMum & we'll endeavour to provide gift (where gift = book) advice. Go!— Penguin Books UK (@PenguinUKBooks) March 9, 2015
And they seemed absolutely clueless about the hashtag's second meaning.
— Penguin Books UK (@PenguinUKBooks) March 9, 2015
Naturally, Twitter started to do what it does best.
— Ryan Broderick (@broderick) March 9, 2015
Looking for a nice book on mindfulness for #YourMum - she'll need it after last night weeeeeey— Mollie Goodfellow (@hansmollman) March 9, 2015
So got anything on money management?— CheapsKate (@_kateness) March 9, 2015
But it didn't take long for a lot of people to realise that it could be a very clever trick to get a hashtag to "accidentally" go wrong and start trending, giving their brand more exposure.
Very crafty, Penguin.
Call me cynical but I reckon Penguin Books know exactly what they are doing with their latest hashtag. #YourMum— Jamie (@JTSmyth) March 9, 2015
Bet the fuckers are trending though.
Devious sods. Whoring themselves through a hastag
Like #yourmum— CheapsKate (@_kateness) March 9, 2015
And then they "realised"...
Thanks for pointing our #YourMum has an alternative meaning you guys! Now back to the books...— Penguin Books UK (@PenguinUKBooks) March 9, 2015