Similar to Greenpeace taking advantage of current events (in the form of the previously grounded Pasha Bulker) to create some added buzz around the impact of global warming, a tribute website thanking someone connected to the latest London terrorist events made its debut two days ago and thanks to a mention on the BBC has turned in to an international phenomenon.  The John Smeaton site went live on July 1 to congratulate the man called the "Glasgow Bomb Hero" - the baggage handler who helped a police officer restrain terrorist suspects after they crashed a burning Jeep into the terminal. 

The site started with the goal of buying a 1,000 pints of Beer for John, with a simple "Buy A Pint" for £3 offering via PayPal located on the site.  In less than 48 hours the site achieved its goal, with the current total sitting at close to 1050 of pints ready for John to drink at the Glasgow Airport Holiday Inn. 

This is a great example of how one consumer with a creative and clever idea can reach a global audience.  A simple idea connected to giving thanks for someone who did some above and beyond the cause wrapped up with an easy to get involved element for everyone to feel a part of the movement.  This simple case study should be used as a benchmark for any marketing campaign you may be putting together - simple to understand, powered with emotion and easy to join by all.