
Twitter has largely been embraced by the mainstream. News forecasters and other television personalities sometimes have their Twitter usernames flashed on the screen. Companies tell you to follow them on Twitter, prominently displaying the bird logo on their websites.
But that’s just for the usernames. As another way to spark the conversation, many television shows have also started to display a hashtag somewhere on the screen. On Top Gear USA, you may notice #TopGear shown in the corner. The same happens with shows like #Fringe. By doing this, they are encouraging interaction on Twitter among users other than their own Twitter accounts.
This costs virtually nothing for the producers to add, but it can result in huge rewards for the companies and television shows. I’ve even seen some TV commercials and print ads that not only show the company’s Twitter username, but also a preferred hashtag. This is about brand presence and consistency. In the case of Top Gear, it encourages people tweet with #TopGear rather than #TopGearUSA, for example.
The irony is that hashtags aren’t even required in Twitter and they haven’t been needed for some time now. Putting “Fringe” and “#Fringe” in a tweet is read the same way and can be searched the same way. Hashtags still have value, though, and this creative marketing is one way to capitalize on that.




