I actually don't think its that crazy an idea....but the only way it works is with critical mass.  Its just a question....and I think the effect is magnified if the question is modified with an expletive deleted, as in:

What the (insert your choice) is #apabetalone?

Anyone care to play along?  Say 10,000 people see it in a month....and 5% of those people decide to do a google search which results in this:

https://www.google.ca/search?q=%23apabetalone&rlz=1C1PRFC_en-GBCA681CA681&oq=%23apabetalone&aqs=chrome..69i57j69i61j0l2.3917j0j4&sourceid=chrome&ie=UTF-8