Brands Turn Viral Empire State Building Proposal Into a Moment Marketing Opportunity
A viral Empire State Building proposal inspired brands including Savana, Canva, Airtel and Too Yumm to join the trend, highlighting the growing role of moment marketing on social media.
SociapaHQ
The latest example of brands hopping on viral internet moments through real-time marketing is a pitch on top of the Empire State Building.
Angela Nikolau and Vanya Beerkus' proposal went viral on social media, with brands jumping on the bandwagon and recreating the now iconic image with their own promotional messages, turning the viral moment into a marketing opportunity.
Savana, an early participant, replaced the couple’s original message with “Buy your girlfriend an outfit from Savana.” Canva used the image to demonstrate its editing capabilities, with the tagline: “Make the sign bigger with Canva.” Airtel leveraged the trend to promote a live Zakir Khan event while Too Yumm gave its own spin to it saying, “When the power of one bite sets the mood right, the world knows it’s Too Yumm”.
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Viral Trend:
Each brand had a different message, but the aim was the same: to get into the online conversation while people were still paying attention to the viral moment.
The idea immediately went viral on social media feeds, with people seeing many different brands’ versions of the image and the original post. Its simple format, featuring a recognisable backdrop and a large banner, meant that marketers could personalise the creative, but still make it instantly recognisable.
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The episode also highlights the rising significance of moment marketing, where brands are increasingly jumping on unexpected viral moments instead of just scheduled events like festivals, sporting and cultural celebrations.
As social media conversations evolve rapidly, the Empire State Building proposal illustrates how an unplanned viral moment can quickly become a creative canvas for brands seeking relevance and engagement. For marketers, the challenge is no longer whether to participate in such trends, but how quickly and creatively they can respond before the internet shifts its attention elsewhere.
