Here's a sweet example of a brand jumping on a news story in a timely, relevant way. As a football fan, I love this idea.
Back in September, Minnesota Vikings receiver Nate Burleson got the munchies late one night. He ran out for a pizza, but in the process managed to crash his car and break his arm, disappointing his team, Vikings fans and fantasy football owners everywhere.
It was later revealed that the wreck occurred when Burleson reached over to keep his pizza from sliding off the seat. He tweeted photos of his totaled, pizza-covered SUV this week.
In response, DiGiorno, who positions their frozen pizzas against delivery/carryout, sent Burleson a year supply DiGiorno pizza. Very simple, very smart, and right in line with what the brand stands for. It's also an example of the kinds of ideas we need to always be thinking of. Brands need to get into conversations, but they need to do it in ways that are relevant and add value. Great stuff. Though it doesn't do jack for my fantasy team.