MasterCard and ABC Family quickly reacted to the Supreme Court's decision this morning to overturn the Defense of Marriage Act by purchasing Promoted Tweets around the #gaymarriage hashtag.
Their efforts were not only well-timed but also made contextual marketing sense. For example, the credit card giant is currently promoting an LGBT-focused and Twitter-based NYC Pride sweepstakes initiative. Meanwhile, the cable network is creating awareness around its summer pilot, The Fosters, a Jennifer Lopez-produced drama which centers on an interracial lesbian couple's family.
Google also showed support for the Supreme's 5-4 decision to strike down the federal DOMA statute. Viewers who search "gay" on the site today will see an LGBT-associated rainbow image surrounding the search bar.
Other brands may jump on the real-time marketing opportunity in the next few hours, playing on a trend that grew after Oreo's famous Super Bowl #blackout tweet. In fact, that brand is likely a prime candidate to do something today in light of its memorable rainbow-colored cookie depiction on Facebook one year ago.
Meanwhile, gay advocacy org Human Rights Campaign has also run Promoted Tweets around the #gaymarriage hashtag. In addition, give BuzzFeed reporter Hunter Schwarz props for the creative usage of Twitter Vine to help tell the story of the scene in the nation's capital this morning.
Check out all of such examples below:
To win our #AcceptanceMatters giveaway, you need to be 21+ & located near NY area. Sweepstakes ends 6/25. See Rules: http://t.co/Zw8n7i2aLW
— MasterCard (@MasterCard) June 25, 2013
Watch ALL NEW episodes of @ABCFamily’s groundbreaking new series #TheFosters Mondays at 9/8c! http://t.co/FwEufSmf7j
— The Fosters (@TheFostersABCF) June 26, 2013
We believe every American has the right to marry the person they love. Sign up & RT: https://t.co/HTxFv1D9jX
— HumanRightsCampaign (@HRC) June 24, 2013
An intern races to get a Supreme Court decision to his network. https://t.co/JWasstaoi9
— Hunter Schwarz (@hunterschwarz) June 26, 2013
