Dive summary:
- In a smart real time marketing strategy, brands like Mastercard and ABC Family have purchased promoted tweets with the hashtag #gaymarriage in response to the supreme court decision to strike down DOMA.
- The buy makes sense for both brands in reference to the projects they are working on; Mastercard is currently running a sweepstakes related to NYC Pride and ABC Family is creating awareness for it's new summer series The Fosters that centers around a interracial lesbian couple's family.
- Gay advocacy group Human Rights Campaign has also run promoted tweets with the hashtag #gaymarriage and BuzzFeed reporter Hunter Schwarz found a way to incorporate a Twitter's Vine to report the scene at the capital.
From the article:
"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."
