Hyperactivate (producers of HashtagArt) is mastering the art of participation marketing; in other words, getting social media users to do something more important than pressing a ‘like’ or ‘follow’ button. By Activating Fans & Followers, Hyperactivate is turning the traditional funnel model upside down by encouraging already rabid fans to ‘sneeze’ brand messages to their circles of friends.

GUM evaluated the complex social media marketplace to uncover a unique positioning that would resonate with brand marketers and agencies. This included the strategy for developing a new company name (Hyperactivate) that would encompass a growing portfolio of applications beyond its core mosaic product.