Tag Archives: marketing

Real Time Marketing In History-Making Moments

As you’ve likely seen, the Defense of Marriage Act (DOMA), which limited the rights of same-sex couples, was overturned by the Supreme Court in a historic ruling this morning.

As with other pop culture happenings and current events, brands are quick to leverage the news to connect with consumers. With countless eyes glued to computer screens, live-blogs and social networks, it’s a prime time for brands to get involved.

The key – especially when civil rights are involved – is to strike the balance between self-promotion and support. Here are a few brands that managed to be both clever and tasteful in light of today’s historic news:

Clothing retailer Banana Republic posted a visual interpretation of the iconic red equal sign made entirely out of folded shirts. The brand is also running a sweepstakes for couples – both gay and straight – to share photos for a chance to be outfitted by Banana Republic for their nuptials.

banana republic

ABC’s Modern Family posted a simple image of the show’s beloved gay couple – Mitchell and Cam – filtered with the famous red equal sign the tune of more than 12,000 likes and close to 700 shares.

Designer Jonathan Adler posted a playful message on his Facebook page, depicting two gay couples using upside down vases from his collection, with the caption: “Ding dong, DOMA’s dead!”

Virgin America took to its Facebook page and posted its own interpretation of the equal sign with the caption: “Great things start in San Francisco! #LoveisLove”

virgin america

See how even more brands, including Gap, Smirnoff and Ben & Jerry’s, showed their support in this Mashable roundup.

 

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A Slightly Less Self-Indulgent Use of Social Media

During the last week or so, my social media channels have been abuzz with news about the Starbucks fundraising initiative with FourSquare to help raise money for (RED), an AIDS-battling organization.

In case you live under a rock (read: not spitting distance from at least 3 Starbucks locations), you probably have already heard or read about the campaign. If not, I’ll fill you in:  For every FourSquare check-in at Starbucks (during June 1-10, 2012), the coffee giant will donate $1 to The Global Fund, an organization that works closely with (RED). The donation cap is $250,000, which I’m sure they reached within the first couple of days, considering so many people check into Starbucks on the regular, regardless of special campaigns.

Thought this was a cool example of a company leveraging social media and digital influencers to drive awareness rather than simply writing a check.

Today is the last day of the campaign so if you haven’t had your afternoon caffeine fix yet, head on over to Starbucks and check in.

 

 

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