Social Media Case Study: I LOVE SALE – Twitter hashtag Contest by i love sale

Brand Name:

Objective: began the ‘I Love Sale’ campaign with Lisa Haydon in January’13 to promote the End of Season Sale. To create buzz on Twitter, a contest on the sale was conceptualized.


To engage people on twitter using a well-known and popular hashtag format, and thus spread the word that there was a sale happening at

A special hashtag #ReplaceMovieTitlesWithSale was started for this contest and communicated a day before. The contest began at 2 PM on 5th February, with a creative made specially for this activity and a link to the guidelines. (tweet)


The hashtag went straight to #1 in India Trends within the first 10 minutes and was soon #2 worldwide. In the 3 hours the contest was live, we received over 7,000 tweets. A sample can be seen at Storify.

Four winners were chosen based on the uniqueness/humour quotient and a movie poster collage was made based on the winning entries.

In addition to the buzz, gained over 100 followers during the time frame of the contest.