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.