The issue with this campaign is that it provides the wrong incentives as a call to action. When it comes to something as sensitive as Remembrance Day, campaigns should be centered on educating the public as to why it is important for them to remember. Encouraging them to tweet how they remember with a hashtag, #showyouremember, simply encourages a quick action that requires little thought or any changes in attitudes or behaviours.
This isn't the first misaligned hashtag promotion. Companies often forget to align their incentives with the objective at hand. For example, SugarCrisp recently ran a promotion on campus where you could be entered to win an iPad if you shared a photo on social media of you with the Sugar Crisp bear. The campaign fell short, receiving few entries, and giving away iPads to winners that were unlikely to become valuable consumers. Essentially, by misaligning the incentive and objective, SugarCrisp spent a large marketing budget on prizes with little hope of converting winners into valuable customers.