Twitter's Robin Sloan examines the history of a hashtag:

There's a lesson lurking here, but to see it, you need to scroll back up and look at the point marked "B" around midday GMT on January 5. The little bump you see there happens when Katy Perry retweets a #LessAmbitiousMovies Tweet. Now, it's pretty amazing to see a single account cause an inflection point like that. But notice that even with 5.2 million followers, Katy Perry didn't send #LessAmbitiousMovies into orbit again.

No: there was something special about the people who follow Lizz Winstead and Barracks O'Bama. There were fewer than 35,000 of them, but they were more attentive and more engaged — and maybe just funnier, too? — and it was their collective creativity that made #LessAmbitiousMovies briefly ubiquitous.

(Hat tip: Alexis)