According to Jenkins, the hashtag wouldn't be so succesful in its efforts to create a common line of communication to the masses if it weren't for the concepts of spreadability and participatory culture. 
 

The Bud Light #UpForWhatever campaign was so significant in that it created an opportunity for a specific audience to utilitize their skills in social media-ing in order to mass advertise in the hopes of winning a grand prize.  

The audience?  Millineals.  The prize?  A massive party dedicated to 1,000 winners; fully equipped with and sponsered by none other than Bud Light.

The concepting of this strategy was ingenius!  All it took were a few college kids and a couple parties in order to get this information to become widely accessible in a quick manner.