As a company how do you capitalise on national interest in a particular event?

Not like this: (which has since been deleted and an apology posted in it’s place, much to the confusion of those who didn’t see the original below)

From twitter.com/jyarow/status/372745989091651585/photo/1

Done right it can be great

Adidas released this picture on twitter following Andy Murray’s win at Wimbledon:

From www.campaignlive.co.uk/news/1189671/

Johnson’s released this picture on Facebook following the birth of George to Kate and William:

From mashable.com/2013/07/23/royal-baby-real-time-marketing-brands/