The Human Rights Campaign today became the first political brand to use Twitter's "Buy Now" button, which debuted in September. And the group—which advocates for LGBT rights—teamed up with two social video stars via Snapchat to push its marriage-equality message.
First of all, anyone who has been on Twitter in the last several hours has probably seen the #Scotus hashtag. It's trending nationally as users tweet about today's Supreme Court hearing arguments for and against allowing same-sex marriage across the country.
The Human Rights Campaign is buying Promoted Tweets for the popular hashtag, pitching $10 "Love" posters as a fundraising drive for its ongoing efforts.
TWITTER EXCLUSIVE: Get our love poster for only $10. Hurry up and order now, only 500 are available! https://t.co/rwJ4HPZo3Y
— HumanRightsCampaign (@HRC) April 27, 2015
Within two clicks, viewers can begin entering their credit card numbers and shipping addresses to complete the order.
The group also partnered with openly gay social video stars Aaron Rhodes and Raymond Braun on Snapchat. Their posts (below) on the mobile-social app were hashtagged #lovecantwait, as were the Human Rights Campaign's tweets.
The initiative also spanned Facebook and Instagram, Human Rights Campaign marketing director Anastasia Khoo told Adweek.
"It's all part and parcel with being part of the real-time conversation and getting real-time engagement," Khoo explained. "It's a strategy that mixes with organic and promotion on multiple platforms. And it's about working with established , which elevates your visibility on any channel."
Given 2016 presidential candidates' need to reach young voters and raise money, it's a safe bet we'll see Snapchat and the Twitter Buy Now button employed by the likes of Republican hopefuls Marco Rubio, Rand Paul and Ted Cruz as well as Democrats Hillary Clinton and Lincoln Chafee.
Meanwhile, here are a couple other marketers buying Promoted Tweets for #Scotus, including an LGBT-friendly legal organization and mobile app.
— Lambda Legal (@LambdaLegal) April 28, 2015
— People Like Me (@PeopleLikeMeApp) April 28, 2015