#WeAreOne is going viral after the Los Angeles Clippers posted the image above on its team website. Players such as Charlie Villanueva tweeted out the hashtag and it is picking up steam in the twittersphere as everyone reacts to Commissioner Adam Silver’s landmark ruling on Donald Sterling.
Brands are also hopping on the bandwagon. Companies are showing support for the decision and getting a little guerrilla marketing in there as well. Bud Light raised a glass to Silver’s decision and added the #WeAreOne, showing solidarity and linking its brand to the movement. Life is Good also tipped its twitter cap to the NBA’s decision.
In the age of hashtags and social media, it is much easier to link a brand with a decision that has positive national attention. The fact that Silver’s press conference and punishment of Sterling was overwhelmingly lauded make it an attractive brand association. Even brands that may not be official sponsors can benefit from the halo effect of #WeAreOne. The Clippers just gave numerous brands a hashtag/viral rallying cry.
Michael Colangelo is Assistant Director at the USC Sports Business Institute.