Two cents blog

#LoveWins across social media

by BCM Group on 9 July 2015

Recently, the U.S. Supreme Court made the historic decision to legalise same-sex marriage in all 50 States.  Following this decision, I think it’s interesting to have a look at how media companies were quick to show their support and perhaps at the same time gain some valuable tracking data along the way.



Almost instantly Facebook users noticed their Newsfeed becoming a lot more colourful with rainbows everywhere.  Facebook users choose to show their support for marriage equality and same-sex marriage by adding the rainbow filter to their profile photo.

Within days, 26 million Facebook users around the world had joined the movement and updated their profile photo.  If you follow your favourite celebrity, you would have also noticed that celebrities were also quick to jump on board.  Even the Terminator himself, Arnold Schwarzenegger, felt compelled to join the movement.  Interestingly, Arnie has over 13 million fans, and one fan expressed his strong disapproval of Arnie’s decision.  In response, Arnie had probably the best response possible:

“Hasta la vista.”



Who came up with this brilliant idea? I like to think a couple of young Facebook interns developed the code at an internal hackathon, with the move proving so popular that the decision was made to roll it out across all social media. Were these interns also responsible for tracking the data of people who changed their profile photo?

Probably not. We all know it’s been happening for a very long time. Facebook is more than a social network; it is also a data company that has become very good at providing high levels of targeting for marketers.



Google developed a number of rainbow inspired executions across its many platforms.  Some examples of this included:

  • Gmail: Users could apply a pride theme for their inbox.
  • Calendar: If an event was scheduled using keywords such as Gay Pride, Gay Parade, World Pride or Euro Pride, a pride calendar banner appeared.
  • Google Sheets: Users who wrote “pride” with each letter in a separate spreadsheet column would trigger a rainbow of columns.
  • Google Search: When people searched keywords like “marriage equality” or “gay pride”, this triggered another rainbow inspired result, seen below.




As part of Youtube’s #ProudToLove campaign, a highly emotive video was released on the 26th of June, attracting over 5,000,000 views.  It’s a compilation of Youtube footage of same-sex weddings, young people coming out to family, transgender stories, political speeches and interview with celebrities.  Check out the video below; it’s hard not to be touched by the stories.


On the back of the recent decision in Ireland and the U.S. to legalise same-sex marriage, it will be interesting to see what happens in Australia when a cross-party, same-sex marriage bill is introduced to parliament in August. If the bill is passed in parliament, how do you think media companies should react and how should marketers respond?

Paul Newman is a Senior Channel Planner and Buyer at BCM

- dwayne on July 31

brands (via their media companies and marketers) now have a golden opportunity to show their true colours prior to the vote — maybe even influence the vote. to jump on the band-wagon AFTER the bill has passed should be seen as nothing more than gutless me-tooism.

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