Rexona uses hashtag for F1

Deodorant brand Rexona has run one of the most comprehensive paid Twitter campaigns to date around a hashtag linked to the Australian Grand Prix.

The campaign for the Unilever brand – led by media agency Mindshare – saw the #noquit hashtag promoted via trending topics, Twitter search and a promoted Rexona account.

The campaign was also backed with an outdoor projection on the walls of Grand Prix House in Albert Park featuring video, images and highlighting tweets from the public that used the hashtag. It followed a ticket giveaway on the social media networking site in the days before the Melbourne event.