Brands improving flexibility by adapting to real time events, as DOMA reactions prove

Quick-thinking and flexible companies looking to capitalise on the US Supreme Court’s recent decision to overturn the Defense of Marriage Act have been using social media and digital marketing to positively react to the decision across the internet.

Jumping on the Twitter hashtag trend, Mastercard and ABC Family, both of whom have campaigns currently centered around gay-marriage topics, were fast to act by purchasing promoted tweets around the world-wide trending #gaymarriage hashtag.

Mastercard used the events to promote its current Twitter based ‘NYC Pride sweepstakes initiative‘, which is LGBT-focused, whereas ABC Family used it to promote The Fosters, a new drama focused on an interracial lesbian couple and their family.

Google also jumped aboard the trend, changing its top banner to the gay pride rainbow every time someone searched ‘gay’.

Flexibility and the ability to jump aboard trends to the benefit of your brand is highly important in an ever-changing world where news is reported in real-time.