World's Longest Hashtag
When it came time to promote A&W's Hand-Breaded Chicken Tender Texas Toast Sandwich sales event, we knew two things: that's a really long name for a sandwich, and it's a big 'ol sandwich.
You might say that the name and the sandwich itself were (*puts on sunglasses*)...a mouthful.
So we built the sales event around this idea, and took the idea even further by crafting the world's longest hashtag to describe it. A hashtag so long that consumers would be unable to use it on Twitter. A hashtag so long it would break a record in the Guinness Book Of World Records. A hashtag so long, our consumers would say "man that's a really long hashtag, that Hand-Breadded Chicken Tended Texas Toast Sandwich must be freaking delicious".
...A hashtag so long that the New York Times wrote this article about it (print + online).