A provocative campaign with North Korea imploded when the regime executed government officials. As a publicly traded company, Paddy Power faced immense pressure from the UN and institutional investors, forcing a withdrawal. This highlights the severe reputational and stakeholder risks of edgy marketing for public corporations.

The CMO confirmed the launch date for Travis Kelce's clothing line was set months in advance, and they had no prior knowledge of his engagement to Taylor Swift. This massive, unplannable PR event highlights how pure serendipity can amplify a well-planned marketing campaign to an extraordinary degree, creating a historic launch moment.

To be memorable, marketers should pivot from purely digital tactics to quirky, offline activities like pop-up stands or unusual collaborations. These offline events generate buzz that can be amplified online. If an idea doesn't seem slightly risky or unconventional, it's likely not bold enough to capture attention.

Instead of sticking to its planned topic, The Economist's "Insider" show scrapped its first episode hours before launch to cover the breaking Middle East peace deal. This risky move served as a real-time demonstration of the platform's relevance and the publication's ability to provide immediate, expert analysis, turning a logistical challenge into a powerful marketing statement.

Marketing campaigns, even if planned months in advance, can fail due to unforeseen world events. Integrating PR teams, who constantly monitor public sentiment and the news cycle, into the final approval process can prevent tone-deaf launches like Zara's ill-timed campaign.

Legacy beer brand Heineken quickly launched a responsive ad campaign directly trolling the viral "Friend" billboards. This "meme-jacking" allows them to tap into a current cultural conversation, generating significant attention and signaling they are culturally aware, likely at a high ROI.

Paddy Power's papal election stunt succeeded by targeting a situation with a 'media vacuum.' The world's press was gathered in St. Peter's Square with no news until a new pope was chosen. By providing betting odds, Paddy Power became the only story available, securing constant coverage.

Even B2B firms can capitalize on fastvertising when they unexpectedly enter the public conversation. The company Astronomer, after its executives were part of a viral 'Kiss Cam' moment, created a clever ad with Gwyneth Paltrow to explain what their business actually does.

A low-cost physical activation, like a single billboard or street posters, can be amplified 10x by documenting it and sharing the story online. The real value isn't the physical impression but the digital content it generates for a broader audience.