Brands Channel Social Media To Support a Cause

As arguments regarding the Defense of Marriage Act (DOMA) dominated the news cycles this week, several brands immediately took to social channels to chime in on the issue and give a boost to their brands in the process.

Individual supporters of the gay-rights initiative donned icons based on the Human Rights Campaign equality symbol with shades of red—instead of blue and yellow—on their personal Facebook pages. Other brands quickly followed suit. Several produced advertising-like iconic images to express their support for same-sex marriage. For the most part, these were unexpected, in-the-moment efforts by brands, which helped them to connect with their audiences in real time.

As these branded news jacking experiences become more commonplace, their value will decrease—and then it will be on to the next digital-communications strategy.

Here are five brands that jumped on the debate, posting these visuals on their Facebook pages:





True Blood

Bud Light

Follow Bill Miltenberg: @bmiltenberg


Comments Off


About Bill Miltenberg

Community Editor at PR News.

Deals of the Week

Get $150 Off PR News' Social Media Summit

SMS web ad 180x150Join PR News at the Marriott Marquis in New York on Oct. 5 for the Social Media Summit, where expert communicators will share in-depth case studies from their social efforts. You'll be immersed in the strategies and tactics that you can apply right away.

Use code “150” at checkout to save $150 on the regular rate.

Get $50 off PR News' Crisis Management Guidebook


Crisis management is an art, not a science. In this edition of PR News’ Book of Crisis Management Strategies & Tactics, you will discover many different views on this art, and you are certain to find takeaways that will transform the way your organization handles crises. 

Use code “50off” at checkout.

Save $100 on a PR News Subscription



Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

Comments are closed.