There are brands that have done terribly when choosing a hashtag. The most famous blunder was the hashtag created for Susan Boyle’s album release in 2012. The chosen hashtag was #susanalbumparty – now try to read that hashtag s-l-o-w-
But Amazon turned that blunder on its head by intentionally using a hashtag that could be shared as a ‘Hey look, Amazon made a blunder’ 🙂
The clue that they did it intentionally is in the video here:
And as expected, people shared the hashtag all over social media and found that it was entirely intended, much later. Clever work! But, it also requires guts to go out with that hashtag in the first place given that it is self-inflicted damage, but with an ultimate purpose!