This company turned the Knicks championship parade into a viral moment.

This company turned the Knicks championship parade into a viral moment. During the championship parade, fans were climbing the office building to get a better view. But instead of calling the police, this company called their social media manager and turned it into a viral moment. So, if you don't know, the Knicks just won their first championship in over 50 years and the city went absolutely insane. Over 4 million people flooded the streets for the championship parade. Pure chaos. And right there in the middle of it, directly in the parade's route, it's Convene's office. Now, Convene is a New York-based co-working and event space with offices all over Manhattan. Very corporate, very polished. And during the parade, fans started to climb their office building to get a better view. But then a fan accidentally pulled down one of the letters from their sign. And the video went viral with millions of views. Now, to go look. Now, most companies would have been on the phone with their lawyer or law enforcement, but Convene did the opposite. They played along. They reshared their video as a collab post on their own page, and then they actually removed the N from their social pages, temporarily becoming Co Vene. This goes to show that the best marketing moments aren't always planned. But what separates good brands from great brands is knowing when to get out of the way and just let the internet cook. And as a longtime Knicks fan, I love this. And now, everyone that saw that video knows exactly who Convene is. If you're interested in more B2B marketing trends, follow along.