Social Media Marketing

This week's tweets include the NBA draft and take your pet to work day, but marriage equality in the U.S. was the showstopper, sending Twitter into a frenzy.

Twitter has gone into overdrive at today’s U.S. Supreme Court ruling to legalize same sex marriage across America. Under the hashtags #LoveWins, #LoveIsLove, #MarriageEquality, #SCOTUS and a number of other variants, some posts were attracting retweets and favourites in the tens of thousands.

The White House, having changed its profile picture to a more colourful version, posted this Tweet which had generated over 50,000 retweets at the time of publishing and still counting…

Target kept it simple and colorful.

While American Airlines did well with this Tweet.

Meanwhile, Persicope, Vine and short videos lent themselves perfectly to the buzz being generated around the National Basketball Association's (NBA) 2015 draft picks on Thursday night.

Beats by Dre used Periscope for a live Q&A with Karl-Anthony Towns in the lead up to the event. Following through with a congratulatory Tweet when his number one draft to the Minnesota Timberwolves was announced.

Capitalizing from its ongoing sponsorship of the NBA, Foot Locker ran a series of online television commercials (TVC) in the lead up to the event, using the hashtag #LifeChangesAfterTheDraft.

It then followed through with drafted player interviews on the night as each pick was announced. This interview with Devin Booker, drafted by the Phoenix Suns, was one of Foot Locker's most popular interviews - with more than 600 retweets and over 1000 favorites.

J.C. Penney executed a well-planned video initiative on Twitter off the back of its endorsement with Frank Kaminsky, also known as Frank the Tank, who was drafted to the Charlotte Hornets.

But the retailer scored a slam dunk when Twitter fans embraced the jacket Kaminsky wore at the NBA draft, opening the lapels to reveal two tanks sewn into the lining. Talkwalker says the #FrankTheTank hashtag was used 2038 times over the last week.

Video also played a role in Take Your Dog to Work Day on June 26.

Purina was a big winner on Twitter. Using the hashtag #petsatwork, it mixed short video and fun, informative content to dominate the Twitter pet offerings. A well-planned strategy of posting tips and reminders in the weeks leading up to the day also helped the brand take ownership of the pets at work hashtag.

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