Scotland’s Tartan Army just inspired a perfect example of reactive advertising

United Airlines’ advertising strategy for the World Cup involved securing advertising space early and leveraging social media to engage with fans. As the World Cup kicked off on June 11, a surge of international fans arrived in U.S. host cities, leading to a flurry of social media activity filled with stories of cultural exchanges. This approach allowed United to tap into the excitement and connect with audiences by listening to and participating in the conversations happening online. The strategy highlights the importance of timing and social engagement in modern advertising, especially during global events that draw diverse audiences and foster cross-cultural interactions. QUESTION: How might the use of social media in advertising campaigns influence the way companies connect with younger audiences during major global events?