Image credit: Alexander Turnbull/AP, 2025
When the news of the daring Louver Museum heist broke, it became a global media sensation. Amidst the chaos, Böcker, a German company specialising in lifting equipment, saw not a crisis, but a unique opportunity. Discovering that one of its mobile lifts had been used in the crime, Böcker’s marketing team took a bold and innovative approach. Instead of fearing negative publicity, they seized the spotlight to demonstrate the power of momentum marketing.
The Guardian (2025) says that instead of avoiding the event, Böcker embraced it. They put out a funny ad campaign within hours that showed how reliable and well their lifts worked, even in the most “unexpected” situations. It was brave, it was planned, and it will always be remembered.
From Scandal to Spotlight: How to Take Advantage of Momentum
Timing is critical in marketing. You can turn a short-lived event into a powerful storytelling opportunity by acting quickly while staying true to yourself and your brand. Böcker’s campaign is an excellent example of momentum marketing, which is when brands use real-life events to connect with people in real time. This method works because it gets people talking about culture. When done right, it makes people feel they need to act right away, which traditional campaigns struggle to do.
FAMOUS EXAMPLES OF MOMENTUM MARKETING
1. Oreo: The Blackout at the Super Bowl
A sudden power outage during the 2013 Super Bowl left millions of people in the dark. Oreo’s social media team quickly tweeted, “You can still dunk in the dark.” That one line became a famous example of agile marketing, making headlines around the world and prompting many people to interact with the brand.
2. IKEA: The End of Game of Thrones
When fans found out that IKEA rugs had been used as cloaks in the Game of Thrones series, IKEA smartly released a funny “how-to” guide called “The Winter is Coming Rug Collection.” This fun interaction made the brand more visible online and appeared more friendly.
3. Ellen’s Oscars Selfie with Nokia
When Ellen DeGeneres took her famous selfie at the 2014 Oscars with a Samsung phone, Nokia quickly joined the conversation by tweeting a funny suggestion that she should have used a Nokia Lumia. Nokia’s quick response made them look both smart and funny, even though they didn’t pay for the event.
4. Ryanair: The “Weather Delay” Comeback
When people on social media complained about Ryanair’s delays, the airline responded funnily, turning complaints into viral jokes. Their unapologetically funny tone made them more relatable to younger travelers and gave their brand a bolder, more authentic feel.
5. The “Moldy Whopper” campaign by Burger King
Burger King didn’t try to hide flaws; instead, they showed a Whopper naturally rotting over 34 days to prove it didn’t contain any preservatives. The shock factor got the world’s attention and changed the way people think about transparent marketing.
6. Böcker: Making a Heist into a Headline
Going back to Böcker’s example, the brilliance wasn’t just in the humor; it was also in the strategic confidence. They took charge of their story and turned what could have been bad press into earned media value, free coverage that reached millions of people. Their campaign was a reminder to brands everywhere: when life gives you headlines, use them to your advantage.
Why Momentum Marketing Is Effective
Momentum marketing works well because it combines culture, creativity, and timing. Five main things will determine how well it does:
1. Speed: Do something before the conversation dies down.
2. Relevance: Making sure the response fits with the brand’s voice and purpose.
3. Empathy: Knowing how the public feels so you don’t seem opportunistic.
4. Creativity: Giving people something new, funny, or thought-provoking.
5. Authenticity: Being true to your brand’s values while also being in the moment.
When done right, momentum marketing not only makes a brand more visible but also makes it feel more human, intelligent, and funny.
Böcker’s response to the crisis was not a stroke of luck but the result of strategic thinking and preparedness. Brands that are vigilant about trends, empower their creative teams to make swift decisions, and foster a culture of quick decision-making can turn crises into opportunities. Böcker didn’t want to be associated with controversy, so they reframed the narrative: their lift wasn’t part of the problem; it was a testament to the quality and reliability of their product. This subtle shift in perspective exuded confidence, humour, and honesty, leaving a positive impression on the audience.
Marketing with Momentum After the Moment
Momentum marketing is not just about reacting to events; it’s about being strategically proactive and building systems that enable quick decision-making when cultural opportunities arise. Many businesses now incorporate real-time response frameworks into their marketing strategies, such as AI-powered social listening tools and brand’ war rooms.’ This strategic proactivity ensures that they are always ready to capitalise on emerging trends and events. In today’s digital world, where trends come and go in a matter of hours, momentum marketing is not just an option; it’s a necessity. Brands that want to stay relevant and engage their audience effectively must be ready to seize cultural opportunities as they arise, and momentum marketing provides the framework to do so.
Arman POUREISA
Marketing Manager
References
Alexander Turnbull/AP. (2025). The furniture lift used in the robbery was stolen from a French company that rents it out, the head of marketing at Böcker said. The Guardian. Retrieved from https://www.theguardian.com/world/2025/oct/23/german-firm-campaign-lift-louvre-heist-bocker
Kotler, P., Kartajaya, H., & Setiawan, I. (2023). Marketing 5.0: Technology for humanity. Wiley.
Lund, J., & Sigurdsson, V. (2024). Adaptive marketing: How real-time engagement drives global brands. Journal of Strategic Marketing, 31(2), 101–118.
WARC. (2025). Case study: The power of real-time marketing in brand visibility. WARC Global Reports.
