Digital Marketers Jump on DOMA Decision MasterCard and ABC Family quickly buy Twitter ads; others pounce as well

Ad Week
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.