I’ve previously explored the opportunity for your program to crash the red carpet of sports, entertainment and culture events, but FX’s “Atlanta” party crash of the Primetime Emmy Awards took this concept to an entirely new level. Donald Glover and team’s execution of placing their polarizing character “Teddy Perkins” in the first row – front and center of the TV camera and the Internet’s screenshots – ignited “Atlanta” brand conversation during an event the show did not own. As Jeremy Darlow coined – “It’s easier to crash a party than it is to throw a party” – so the combination of TV cameras, photography and fans phones make any award show a perfect canvas for your brand to make a statement. WHAT IF you placed a model in full uniform inside a sports or even non-sports award show? What a way to unveil a new look. You just need one image or screenshot to ignite conversation. This tactic isn’t about actual TV views anymore – the Emmy’s broadcast actually drew a record-low audience – but there hasn’t been an award show conversation with such social media prowess as the “Teddy Perkins” appearance in years. Be consistent with your crashes and fans will come to expect your brand to appear in these moments. Then you’ll know you’ve made it.