What’s the best way to build buzz and brand awareness? Tying your marketing campaigns to current events and pop culture or throwing a signature event are a fabulous way to start.

People want in on what they have heard others discussing, experienced for themselves or witnessed going viral on the Web. Marketing today is all about building a movement — recruiting “brand ambassadors” who champion your company, brand or cause.

How do you achieve this elusive and mysterious buzz? How do you ignite your movement?

Try these techniques:

Current Affairs On holidays or during certain seasons, linking marketing efforts to news events helps to gain the greatest traction with your campaigns. Reference a popular topic in politics, a hot-button news item or a viral phenomenon.

As an example, consider the “Star Wars” movie franchise. Brands such as Barefoot Wine & Bubbly and Hasbro and even NASA are capitalizing on “Star Wars: Episode VII — The Force Awakens,” scheduled for release in December.

Another great example is marketing business efficiency software or apps such as Genius Scan that are useful during tax season. Providing value-added content while promoting your product or service obviously or subliminally is a win-win.

Events Marketing — Media love to cover events! Whether you’re hosting a grand opening, a happy hour or an invitation-only preview, or a nearby event ties in nicely to your marketing campaign, exploit it! This method is the sure-fire way to attract buzz and visibility.

For example, Twice Media Productions attracted major buzz after hosting workshops and events in connection with the U.S. Small Business Administration’s National Small Business Week in May. Several small businesses use the week’s popularity to offer specials and discounts or support fellow small-business owners.

Celebrities / Pop Culture — Everyone loves a star! Millennials are especially obsessed with famous folks. If you can tie your business, product or service to an event involving a celebrity, you gain instant eyeballs and attract attention to your campaign. Using popular names as keywords or hashtags can help to increase traffic to your website or social sites.

For instance, when the Vanity Fair magazine cover photo of Caitlyn Jenner hit the Web, brands, bloggers and even government officials including President Barack Obama and Rep. Gwen Moore, D-Wis., chimed in on Twitter, creating instant buzz.

There are so many ways to build your buzz, thanks to the Internet, social media and a clever dose of creativity. Contact Twice Media Productions about your next project, whether it involves professional photography to document your signature event or video for your next Instagram marketing campaign.