Hello and welcome,

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The World Cup has officially started!!

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I’ve got tickets to Paraguay vs. USA tonight in Los Angeles and I am taking notes and learning about how FIFA is doing activations. I’ll write a letter next week about what I see and my rundown from the game!

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But the World Cup got me thinking about how massive this event really is.

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That’s not just sport, it’s the most powerful force in marketing: shared attention at scale.

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There are events throughout the year where the entire world collectively stops, tunes in, and pays attention. This week, I’m breaking down what these events are and what they can teach you about capturing attention in today’s market.

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What Is a Tentpole Event?

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A tentpole event is any cultural moment that commands mass, shared attention.

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The same concept applies to marketing. These events are the moments when the conversation is already happening… loudly, globally, with incredible emotional intensity.

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People are excited. They’re watching. They’re sharing. They’re posting.

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Your job as a marketer, founder, or brand is simple: show up in that moment with something worth noticing.

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Mark These On Your Calendar

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Why These are Goldmines

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Events like these solve the hardest problem in marketing.

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Getting attention.

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You don’t have to manufacture the excitement. The event has already done that. Millions of people are already tuned in, emotionally primed, and actively looking for content to engage with.

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Your job is to insert your brand meaningfully into that conversation.

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1. Shared cultural context. When everyone is watching the same thing, a reference, a post, an ad, a stunt, a product drop lands instantly. You don’t need to explain why it’s relevant. The moment does that for you.

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2. Amplified social behavior. People post more during events. They share more. They engage more. The algorithm rewards content that rides trending topics. Tentpoles are the ultimate trending topic.

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3. Emotional intensity. Events create peaks of emotional excitement, anticipation, FOMO. Brands that show up in emotionally charged moments are remembered.

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And these are ways you can get involved in tentpole events:

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1. Content that rides the moment. Create content around the event. Commentary. Takes. Behind-the-scenes breakdowns. “What [Event] taught us about [Your Industry].” Your audience is already in the headspace of the event — meet them there.

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2. Newsjacking. Something surprising or notable will happen at every major event. Brands that are watching in real time and respond quickly can insert themselves into the conversation with enormous reach.

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3. Product or campaign timing. Launch, drop, or announce something in the window of a major cultural moment. The event’s energy lifts everything around it.

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4. Partnerships with people who are there. You don’t need a booth at SXSW if you’re in business with someone who has one. Creators, speakers, and attendees are broadcasting constantly. A collaboration puts you in that stream without the logistics.

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The Bigger Picture

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We live in an age of infinite content and fractured attention.

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Tentpole events are the moments when the world lends you their attention, but to a shared experience you can authentically plug into.

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Plan your year around these events. Study who activates well and who activates poorly. Understand the audience, the energy, the conversation. Build your content and campaign calendar with these windows circled in red.

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WHAT’ HOT

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• How this guy gained 600K+ followers in 3 days? breaking down the 2 psychology-backed strategies behind viral success.

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• The next gen of social apps: a wave of startups is challenging Big Tech with smaller, more personal platforms, from a Vine reboots, and social shopping apps.

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• The Mayor of NYC is officially on twitch: Zohran Mamdani launched a recurring livestream to answer New Yorkers’ questions live.

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Thanks for reading this week’s letter! See you in the next one. 😊

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– Benni

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Social Media Links

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• Instagram (New Trend Society): https://www.instagram.com/newtrendsociety

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• Instagram (Benjamin Diedering): https://www.instagram.com/benjamindiedering

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• YouTube (Benjamin Diedering): https://www.youtube.com/benjamindiedering

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• TikTok (New Trend Society): https://www.tiktok.com/@newtrendsociety

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• TikTok (Benjamin Diedering): https://www.tiktok.com/@benjamindiedering

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• LinkedIn (Benjamin Diedering): https://de.linkedin.com/in/benjamin-diedering-608296160

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• Podcast (New Trend Society): https://new-trend-society.podigee.io/

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