What began as a daring climb up New York City's iconic Empire State Building quickly evolved into a branding opportunity, as companies rushed to social media with humorous takes on the viral stunt.
Russian rooftoppers Angela Nikolau and Vanya Beerkus, the couple featured in Netflix's Skywalkers: A Love Story, captured global attention after scaling the Empire State Building's 1,454-foot antenna without safety equipment. Their climb prompted emergency calls, attracted news helicopters and ended with a dramatic marriage proposal at the summit.
Dressed in black, the pair climbed the building's antenna before unfurling a large banner that read: "When the power of love beats the love of power, the world knows peace."
According to Reuters, Beerkus then got down on one knee and proposed to Nikolau on a platform below the antenna's tip. The couple embraced before taking photographs of the engagement ring for social media.
While the breathtaking stunt dominated headlines, brands quickly saw an opportunity to join the online conversation.
Several companies and organisations shared humorous posts inspired by the climb, with many joking about the risks involved or cleverly tying the viral moment to their own products and services.
Judy's Family Cafe posted an edited image showing an employee standing atop the Empire State Building holding a plate of pancakes alongside the caption: "I'm Judy. Come for breakfast."
Beginning Boutique shared an AI-generated image of the couple dressed in wedding attire, promoting its wedding guest dresses with the caption: "Shop Beginning Boutique for your wedding guest dress."
Sandwich chains, beauty brands and other businesses also joined the trend, creating memes inspired by the climb and proposal.
Social media users also embraced the moment, with one viral comment joking that Beerkus had "raised the bar on proposals — literally." Others compared the couple to Batman and Catwoman, while some dubbed them the modern-day Bonnie and Clyde.
Reuters reported that the police later took the pair into custody without incident. They were identified by the New York Police Department and charged with multiple offences including burglary, reckless endangerment, criminal trespass, criminal mischief and disorderly conduct. Reuters said it remains unclear how they gained access to the antenna.
They also reported that the Empire State Building spokesperson described the climb as an ‘unauthorised incident’ suggesting that they should have just opted for the building’s $1,000 “Happily Ever Empire Proposal Package” to rent out the observation deck.
Nikolau and Beerkus are internationally known for their extreme urban climbing adventures. Among their most notable climbs is Malaysia's 2,227-foot Merdeka 118, the world's second-tallest building after Dubai's Burj Khalifa. They have also climbed the unfinished Goldin Finance 117 skyscraper in Tianjin, China.
Reuters reported that Nikolau’s father was aware of the climb beforehand. “I think it is normal to climb up the roof in any country, including the United States, according to any constitution. Why would I be worried? I climb up roofs myself.”
Whether hailed as fearless adventurers or criticised as reckless thrill-seekers, the couple have once again captured global attention, this time inspiring not only headlines but also a wave of creative brand marketing across social media.
WITH ADDITIONAL INPUT FROM REUTERS.
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