Was the Mastercard #PricelessSurprises hashtag a fail? SocialBro suggests not
The Mastercard #PricelessSurprises hashtag was not a fail, Twitter community management company SocialBro has insisted, with over 25 million people potentially seeing the hashtag.
Angry tweets took over the tag after Mastercard’s PR agency House PR offered a Telegraph journalist press accreditation in exchange for publishing promotional tweets.
The data shows that the #pricelesssurprises hashtag was tweeted 14,992 times in 24 hours, with a potential 25,385,518 users being able to see it.
Javier Buron, founder and CEO of SocialBro, said: "Although the hashtag received much criticism by the media industry, our statistics clearly show that it was popular with the TV audience.
“The PR agency in question certainly didn't improve Mastercard's media relationships with their actions, however, the overall campaign was clearly a success with the public, who may not even have heard about the so-called blunder. It certainly helped that popular celebrities such as Kylie Minogue got involved on the night, mentioning and retweeting the hashtag several times."
Only 1.5 per cent of tweets using the hashtag were sent by journalists, editors and reporters.