Brands Wasted No Time Cashing In On The Viral Empire State Building Proposal

A grand romantic gesture quickly took an unexpected turn. A Russian couple known for their rooftop stunts turned an apparent proposal atop the Empire State Building into a viral spectacle, but the moment ended with arrests, criminal charges, and far more attention than they had bargained for.

According to The Guardian Angela Nikolau and Ivan Kuznetsov were arrested after allegedly scaling New York’s Empire State Building and reaching its 1,454 foot summit on Wednesday. During the climb, Kuznetsov appeared to propose to Nikolau at the top, turning the moment into a viral spectacle before the pair were arrested by authorities.

Police tracked the stunt with a drone and a helicopter, and members of the NYPD emergency service unit arrested them after the climb. The pair was then arraigned on multiple charges, including burglary, reckless endangerment, criminal mischief, criminal trespass, criminal tampering, disorderly conduct, and possession of burglar’s tools.

The article says the duo unfurled a peace banner and kissed at the top while investigators were still trying to figure out how they got through the building’s final stretch. Both are experienced rooftoppers with large online followings, and the stunt fits into a pattern of extreme climbs they have reportedly done in other places, too.

As the dramatic proposal dominated social media, brands wasted no time joining the conversation. From witty one liners to clever visual edits, marketers turned the viral climb into a moment marketing opportunity, using the incident to plug their products, showcase brand personality, and ride the wave of online attention. 

Within hours, the proposal had evolved from a breaking news story into the internet’s latest marketing trend, with multiple brands putting their own creative spin on the moment. 

Here are the brands that turned the viral stunt into marketing gold. 

PVR INOX

 

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Kelvinator India

 

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Savana

 

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Samsung

 

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Culture Pop Soda

 

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DoorDash

 

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Caraway Home

 

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SLICKHAIR

 

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Petco

 

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Cisco

 

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