Create ideas using: Crash Someone Else's Party
What does it mean to 'crash' someone else's event or conversation?
It means inserting your brand into a moment you don't naturally belong in—a trending conversation, a live event, a cultural moment. But here's the trick: you can't just show up. You have to add value or perspective that makes people glad you're there. You're not crashing a party to steal attention; you're crashing because you have something worth contributing. The best crashes feel like unexpected gifts, not interruptions.
How do I crash smartly instead of looking like I'm just exploiting a moment?
Timing, relevance, and genuine value. You need to notice the moment quickly, understand what people actually care about, and have something real to add. If you're just showing up with your logo, you're obviously exploiting. But if you're showing up with an insight, a solution, or a perspective that helps people enjoy that moment more, you're a welcome guest. The difference is whether people feel like you're helping or just trying to get attention.
Example: How it could look
When there's a viral conversation about a problem your product solves, you could show up in the conversation—not with a sales pitch, but with a genuine insight or help. If people are complaining about time management, you could share a real hack you know works. People notice because you're actually contributing to the conversation, not hijacking it. If the product seems relevant to them, they'll find you. If not, you've at least been helpful.
Or like this:
Why is Crash Someone Else's Party a great technique?
Crashing moments campaigns work because they insert the brand into relevance—showing up where people already care, adding value, not interrupting.
Inserts brand into organic conversation
Feels like contribution, not interruption
Creates relevance by being where people care
Builds credibility through genuine helpfulness
The best 'crashes' don't feel like marketing—they feel like a brand that noticed what people care about and showed up to help. When you add real value to a moment, people don't resent you; they appreciate you.
! When not to use the Crash Someone Else's Party Technique
When you have nothing valuable to add and you're just trying to capitalize on attention. If your only reason for showing up is to sell something, it'll feel exploitative. Also skip it if you're late to the moment—timing matters. Crashing a conversation three days after it peaked looks desperate, not clever.
Technique first described by www.deckofbrilliance.com