When you're running an Instagram competition, it's important to get your hashtag game on point.

You want something snappy, something catchy -- maybe something with a bit of alliteration. Something that will be memorable.

This was clearly the thought process British baking company Warburtons had recently when they decided to launch a Christmas crumpet competition.

They had their celebrity -- former McFly star Tom Fletcher was on board -- and they had their hashtag: #crumpetcreations. They were ready to roll.

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There was just one small issue, though.

As you can see from that Instagram post, the competition hashtag has now been changed to #WarburtonsChristmasCrumpets.

And there was a very good reason for this.

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Yep: the hashtag #crumpetcreations was already very much in use. A member of the furry fandom and owner of the account crumpetcreations had already been using it for quite some time.

For anyone who's never heard of "furries", here's a bit of background:

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And here's what a recent glimpse of the #crumpetcreations hashtag looks like:

This guy, in particular, clearly has little time for crumpets:

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In the end, Warburtons made the swift decision to swap to a different hashtag.

"The world of social media is a wonderful and varied place but this shows just how easy it is to get wrong!" a spokesperson told The Independent.

"We will be doing a bit more research next time! We've changed the hashtag and the competition is still on #warburtonschristmascrumpets."

（作者：汽车电瓶）