The Louvre robbery, which hit the headlines like a bombshell, also became a creative opportunity for brands. When Empress Eugenie's crown was stolen, Burger King France seized the moment and brought a humorous approach to the situation by incorporating its own “crown” into the mix.

The message, “Ours are constantly being stolen, but we don't make a big deal out of it. We can help if you want,” both lightened the mood and cleverly reminded people of the brand's iconic crown. That is a powerful example of real-time marketing: current events, humor, and brand identity all came together in one frame.

So does this type of communication add value to the brand? Absolutely, when done in the right measure. Humor makes the brand appear warm and quick-witted. But if the balance is lost, the risks are significant, and the brand may find itself navigating dangerous waters. The right context and the right tone: that is the secret.