Kay Jewelers befuddles Twitter with #ekbwk hashtag

Silly, silly Kay Jewelers. Doesn’t it know that creating a branded hashtag, especially one that isn’t even a word or phrase, is just asking to be hijacked?

The jewelry brand has been airing a Valentine’s Day  TV spot featuring a man sitting across the table from his girlfriend. She is so engrossed in her phone — i.e., not him — that he actually has to text her in order to get her attention. So he can give her a diamond necklace. How sweet, we guess. As the spot concludes, a hashtag appears on the screen: #ekbwk, which is meant to stand for the brand’s slogan, “Every kiss begins with Kay.”

Well, of course, the Internet wasn’t going to let this hashtag just go along its merry way without messing with it. Here are some of our favorite abuses of the #ekbwk hashtag. Happy Valentine’s Day, everyone!

 

 

 

 

 

 

 

 

 

 

 

 

 

https://digiday.com/?p=64761

More in Marketing

How Bluesky hopes to win over publishers (and users)

Bluesky courts publishers with a simple pitch: trust and traffic.

Who are the winners and losers of Omnicom’s proposed acquisition of IPG?

While the deal’s official close is still a long way off and there may be regulatory hurdles to clear before the acquisition is complete, it’s still worth charting out who the winners and losers may be.

Holding pattern: Omnicom, IPG and the deal that’s leaving marketers on edge

How Omnicom’s proposed acquisition of IPG keeps marketers guessing.