You’ve probably already saw or read about our recent performance of #PiInTheSky from one of the many news outlets that reported on it. This art display, which we were happy to help execute for artist and friend Ben Davis (ISHKY), did more than make an artistic statement about infinity and the unlimited potential in each and every one of us – it proved the unfettered canvas that is the sky is an excellent medium to say something, anything to countless spectators below.

But how, you may ask, does one control how a message translates to the media and, more importantly, social media? Enter: The Hashtag.

There have been countless articles praising the hashtag and its ability to control the flow of a message. In fact, that’s precisely why we chose to make use of it prior to puffing 527 characters of pi over South by Southwest (SXSW) in Austin. But what was demonstrated at the precise moment #PiInTheSky was painted across the sky is the instantaneous, cohesive and powerful effect it has on people to be a part of the phenomenon, whatever that phenomenon may be.

For sake of argument, let’s say we opted not to present a hashtag to our audience. More than likely, we’d have seen countless creative but varied hashtags to communicate what spectators were witnessing. Yes, #PiInTheSky could certainly have been one of those, but would we have seen hundreds of images of the event flash across our screens the moment it happened? No. This is why the hashtag played such an important role in controlling the message we were tasked with promoting.

There’s a reason practically every show you see on TV nowadays makes use of the hashtag, whether it’s scene specific or general. It makes sense and it plays on the group mentality the hashtag has already represented. An idea. A question. A statement. Whatever it is, the hashtag gives viewers, consumers, and the like the ability to become part of something and more importantly, to share in something. This is why it’s so important to marketers and advertisers. People love to feel like they are part of something.

When thousands, perhaps millions of spectators saw #PiInTheSky, those most active on social networks like Twitter and Instagram knew they were experiencing something special. Their desire to feel part of that lucky group of people prompted them to take pictures, tweet and tell their friends, all while using the only other thing that tied them all together—the hashtag.

As aerial advertisers, our primary objective is to promote our clients and provide them the most up-to-date strategies available. We do this to maximize results, yes, but also because it’s what we’re best at. Advertising is changing on a daily basis and one of the hardest things to do is control a message, especially when it can easily evolve from publication through how it plays out in social media.

Wouldn’t you rather forego the game of telephone and make sure your message is not only heard, but acted upon?

We were honored to be part of #PiInTheSky and we like to think we helped make it larger than life, perhaps even infinite. We look forward to spreading other messages, be it for a company, a brand, an organization. If you got to experience what we’re capable of, we thank you for your attention and help in making that such an amazing event. If you didn’t, look out for us in the future. And, if you’re an advertiser, give us a call. Let us put your #Hashtag in the sky.