Hashbomb | pwn the wall

Creative direction, concept, copy

DiGi is a Malaysian telco. Like all such companies they were constantly finding ways to get people to use more data.

The Hashbomb was a digital activation project that we created in support of DiGi’s “Never Apart” campaign.

The “Never Apart” campaign revolved around a youth manifesto that was presented in various places by means of graffiti.

Our idea was to encourage loyal DiGi users to virtually “bomb” or graffiti their own manifestos onto a virtual wall via tweets.

Using hashtags, we aggregated the tweet graffiti. As an added incentive, the best tweets won weekly prizes.

The trick was that users had to use hashtags to keep their graffiti current. Other users could tag on top of the graffiti. The aim of the game was to make sure your own tags were prominent. The more users tweeted, the more difficult it became to remain kings and queens of the wall.