‘Cashtags’ turn tweets into dollars

How can a simple hashtag lead to a purchase? In American Express’s case, cardholders first had to sync their credit card with their Twitter account; once they did that, a tweet of the specified hashtag allowed them to purchase goods. Both Lady Gaga and Eminem worked with a company called Chirpify , which launched last year and lets consumers sign up on Chirpify once, enter their personal and credit-card information, and then, when campaigns like Eminem’s or Lady Gaga’s launch, they can tweet, Facebook or Instagram a specified hashtag and buy items instantly.

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