Starbucks did not specify if they had to drink a Starbucks drink, but Starbucks was the only one with the Red Cup.
Travel bag manufacturer, eBags also used the power of hashtags through the #TravelTipTuesdays to give their customers tips to make travel and packing easier. Their content is curated to provide useful advice on travel hygiene, packing and travels hacks and much more. This content went above, and beyond self-promotion and because of that, their audience was more open to sharing this content and thus widened their audience based.
One of the newest social media on the block, Pinterest is a great way of pinning everything and anything you see on the World Wide Web. Four Seasons Hotel, realizing the potential of the multitude of travel boards on Pinterest, created their own account and manages several beautiful boards related to travel destinations, travel fashion suggestions, bucket list suggestions, foodie tips and travel hacks, along with their own promotional content. The Four Seasons Pinterest page is an excellent way of using social media to connect with your audience in a non-promotional context.
15