One doesn't smash windows at the home of cricket: it made headline news and was the talk of social networks. The next day B&Q and Dare bought the search term "Matt Prior" and asked: 'Broken a window? Inadvertently thrown a bat through a window? Buy a new one at B&Q.'
Search purists may argue that this was never going to sell windows. They may have a point, but have also missed an important one. This real-time, contextually relevant and pretty low-cost ad made me smile and tweet. It got me talking and thinking about a brand and a category I'd normally run a mile from.
Quick thinking helped B&Q win a moment that mattered to thousands of cricket fans that day. See what words are trending today and figure out how you could use search creatively.
Go to Google's Insights for Search tool (see box) and check out the last seven days of rising searches. You could be surprised.
For more on making the most of text links and search advertising, visit:
Think with Google