
The Hashtag Campaign
What?
This hashtag campaign is part of a Fourth of July promotion to drive traffic and awareness to the System76 site and unleash a HUGE holiday sale.
How?
For this launch, we gamified the website.
For every Tweet that used the hashtag #revolutionist76, visitors could see the prices of our products lower on the website in real time.
Additionally, tweets were curated to appear on our homepage and visitors would go to our website to see if their hashtag showed up.
We asked followers to use the hashtag to tweet about what a computer meant to them, as well as the importance of open source technology (which was apart of System76’s brand ethos).
When?
Followers had two weeks to tweet the hashtag as much as they could in order to get the lowest possible price by the Fourth of July. The urgency to engage was driven by countdown clocks.
Results:
This massively grew System76’s Twitter following and engagement.
To encourage tweeting, without being repetitive in asking followers to "keep those tweets going" we created mini videos. As the videos released a new part of our mascot’s story would reveal.
2015
After the concept was pitched, we only had three days to turn the campaign around.
Due to its success, variations of this campaign ran for multiple years
Years 2015 & 2016
Tux, the penguin is the mascot of the Linux operating system. The video is a bit of an inside joke to this niche group.
video Reveal
4th July, 2017
video Reveal
keep tweeting to reveal the second video
keep tweeting to reveal the final video
keep tweeting to reveal the third video
Congratulations! Thank you for your support!