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Chirpify wants to take the meaning of “hashtag” to a new level.

Chirpify_logoThe Portland startup today debuted a new feature it dubs “#actiontag,” which allows social media users to buy, donate or vote by simply using a hashtag like “#buy,” or “#vote,” for example.

Chirpify previously focused on allowing consumers to make purchases via Facebook, Twitter and Instagram feeds with specific words. Now, though, the company wants to open their platform up to any advertising or marketing campaign through the use of these “#actiontags.”

Chirpify CEO Chris Teso said the new service allows brands to “connect the dots” between ads on TV, for example, and mobile devices.

“In 1995 using an actual URL in advertisements was commonplace,” he said in a press release. “In 2010 that evolved to Twitter and Facebook brand pages. Today, hashtags are the new URL.”

Chirpify will work with advertisers to create campaigns that include unique hashtags for a promotion. For example, say Nike was advertising new shoes and used the hashtag #NewShoesNike. Once a user includes “#buy,” and “#NewShoesNike,” in a post, Chirpify would then help process that order.

Chirpify has raised $7.3 million to date, including a $4 million round announced in July. Its customers include companies like Adidas, Puma, Green Day, Snoop Lion and the Portland Trail Blazers.

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