Purple craze: Brands show support online for #SpiritDay

The Internet is basking in purple today as numerous brands, celebrities and normals all have changed their profile pictures as a way to show support for Spirit Day.

Currently in its fifth year, the holiday was created by GLAAD as a way to take a “stand against bullying and show their support” for LGBT youth with the purple symbolizing the “spirit on the rainbow flag.”

#SpiritDay, the official hashtag, has been used more than 12,000 times according to data from Brandwatch, with the sentiment around it being “extremely positive” at 91 percent and garnering 405 million impressions so far. The conversation surrounding the hashtag is from people showing their support and unity for LGBT youth.

Similar to when the #LoveWins hashtag trended in June, brands quickly jumped on the viral trend showing its support for the LGBT community.

YouTube was the biggest platform to show its support:

Target purchased a Snapchat filter, tinged in purple:

Some Comcast and NBC-owned networks, a corporate GLAAD sponsor, also changed its social icons to purple:

Streaming services also acknowledged it:

In comparison to #LoveWins, fewer media organizations changed their social media icons today with just a smattering of companies doing it:

https://digiday.com/?p=140968

More in Marketing

Why — and how — ESL/FACEIT Group is spinning up its own esports streaming platform

Esports companies are still trying to figure out how to make competitive gaming profitable, and it’s encouraging news for a major league operator to dip its toes into the livestreaming game in order to more effectively monetize its core product. But EFG’s announcement also raises questions about the technology powering the venture. 

Person gaming

Candy giant Butterfinger doubles down on gaming with streamers and creators to reach younger audiences

Candy brand Butterfinger is making a bigger bet on gaming, increasing its media spend this year on gaming creators and streamers to boost brand awareness with younger shoppers.

Amazon wants a bigger slice of the DSP ad tech market

Over the last year or so, ad execs have noted how much Amazon’s ad tech has changed to become omnichannel in nature — i.e. more of a competitor to the two largest DSPs: The Trade Desk and Google’s DV360.