Marketers Bet on Clever Hashtag Campaigns to Stand Out at SXSW

From #hangovercures to #hungerstrikes

This Friday, agencies, brands and startups will descend on Austin, Texas, for the annual South by Southwest Interactive conference. Last year's event brought in 32,800 people, and if you're a sponsor or startup launching something new, that massive size makes it hard to stand out.

To cut through the clutter, companies are whipping up hashtag campaigns. Of course, the strategy is hardly new: Heineken, Evian and Oreo have large-scale campaigns that turn social chatter into on-the-ground activations.

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