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Companies want to let Americans know that they overwhelmingly support Friday's Supreme Court decision to legalize same-sex marriage, and they're turning to the immediate and widespread reach of social media to do so.
Social analytics platform Spredfast said that 3.6 million tweets using the #lovewins hashtag—the most popular hashtag related to Friday's announcement—had been posted as of 1:30 PM EDT on Friday. For comparison, it's a little less than all the tweets posted using #NBAFinals during Game six.
It also noted that the travel industry has been especially supportive of Friday's monumental news.
(So far, Spredfast hasn't detected any brand that has spoken out negatively against the decision.)
Here's a sampling of other brands showing support online:
The Mondelēz International brand posted a photo of graham crackers shaped like the 50 states on Facebook, with the caption "Starting today, love knows no borders. #All50 #LoveisLove #MarriageEquality #ThisIsWholesome."
"Today is a historic day and it is important to Honey Maid as we have a proud history of celebrating diversity and inclusiveness," said Gary Osifchin, portfolio lead of biscuits for Mondelēz International. "Honey Maid has been a part of families for 90 years and we believe that wholesome has always been at the core of our products. We are committed to celebrating all American families and the #ThisIsWholesome campaign recognizes that while the makeup and the day-to-day lives of families have evolved, those wholesome family connections remain the same."
On Thursday, the video platform changed its logo to the rainbow flag to show support, which it plans to keep up until Monday.
"Today we stand tall with our LGBT friends, partners, allies and colleagues who are now affirmed to be equal in the eyes of the law," Vimeo CEO Kerry Trainor said. "Vimeo supports our community of creators regardless of their gender, identity or sexual orientation. Vimeo couldn't be prouder to live in a world where love is love, and all creators are treated equally."
The yogurt brand also released a new song Friday morning with artist and producer Eef Barzelay called "Love Song," which is available for download on its website. The initiatives are part of Chobani's ongoing "To Love This Life Is To Live It Naturally" campaign, which launched in May. Its ad released in mid-June featuring a lesbian couple has been viewed more than 516,000 times on YouTube.
In support of the ruling, the clothing brand will release short documentaries online Friday of real-life LGBT couples from Los Angeles who will be affected by the decision.
"Social media is really important," said Jonny Szymanski, American Apparel's director of co-branding and charity. "It's a quick way to tap into the community."
American Apparel has also partnered with the Human Rights Campaign organization for the Equality Forward campaign for several Pride events this weekend. It was the force behind the Legalize Gay campaign, donating between 70,000 to 80,000 t-shirts with the slogan to various organizations.
"We have 5 million followers on social media," Cynthia Erland, senior vice president of marketing for American Apparel, said. "It's the unique voice of our brand and how we communicate with our audience. We've always been involved in social causes and LGBT rights, so this is nothing new for us."
The vodka brand has been promoting its Express Your Pride campaign, which included a rainbow-colored bottle that has since been included permanently in the lineup. It's part of a three-decade-long effort to support equal rights for the LGBT community.
"Our belief about Pride is about a state of mind and not just a season," said Jeffrey Moran, vice president of public relations and events and lifestyle marketing at Pernod Ricard USA, which owns the brand.
"We applaud the Supreme Court and everyone who worked so hard in the years leading up to today's historic decision," Apple said in a statement. "This is a momentous step forward for equality and fundamental human rights in the United States. We could not be happier for our employees, customers and people all over America who now have the right to marry the person they love."