Wallenda documented his stunt on YouTube and included a snippet of it on Vine with the hashtag #skywire. Wallenda received more than 1 million tweets about the video with many users commenting on his decision to wear boot-cut jeans that were flapping in the wind. Even though he wasn’t wearing its jeans, brands like Lee’s quickly latched on to the conversation with the tweet, “Denim: preferred by cowboys, rockstars and @NikWallenda #skywire.”
Stanton also used examples of sports and music events where people turned to Twitter to share information about it and brands chimed in.
“It’s important for brands to be ready for those big moments,” Stanton noted. “You don’t know what the big play will be, but you do know that everyone’s watching and you have to be there.”