Today Sesame Street launched a fun splash page starring The Count to celebrate “Pi Day” (3/14). The count is shown holding up a square sign which is rotating through each digit of pi. The fun twist is that the digits he’s showing are user-generated by kids. They are encouraged to draw digits and have their parents post them to Twitter or Instagram using the tag #SesamePiDay.
See the page here: http://www.sesameworkshop.org/piday/
It’s a really simple, fun activation designed to appeal to nerdy parents with young kids. In general I think hashtag-based campaigns can get too complex and layered in rules, messages and moving parts. Sometimes it’s nice to do something really really simple to bolster brand love and have some fun with an otherwise dry topic.
Full Disclosure: My wife works for Sesame Workshop, which produces Sesame Street