Do #hastags = ROI?

“Here in Philadelphia you can access a Philly Cheesesteak anytime, day or night. Just like you can access GEICO anytime day or night. There’s only one way to celebrate this unique similarity. Witness, the cheesesteak shuffle.”

During the Super Bowl, Geico kicked off it’s second in a series of locally branded commercials, and one took place outside Geno’s in Philadelphia.  Within minutes, dozens began to Tweet with the hastag promoted in the ad, #cheesesteakshuffle.  Responses were mixed:

A question evolved amongst friends (several of whom work in advertising) about the push for marketers to utilize hastags in their advertising.  One friend inquired about the reliability of hastags.  As much as marketers want to measure ROI, is the hastag the most authentic way to track marketing campaigns?

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