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.

Social Samosa 40 Under 40


Social Samosa 40 Under 40