Digital Marketers Jump on DOMA Decision

MasterCard and ABC Family quickly buy Twitter ads; others pounce as well

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June 26, 2013
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June 26, 2013

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: