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So much in marketing comes down to timing. Sometimes big ideas fade away because they missed their chance, and sometimes seemingly dumb ideas take off because they hit at just the right moment.

This week, check out how a few clever marketers have perfect timing:

1. Before it disappears
2. When their car breaks down
3. To help them escape
4. Check it out: This Is Now

1. Before it disappears

If you want people to take action right now, you need to create a sense of urgency. Some people do it with limited-time sales or special upgrades. And then there’s Argentinian publisher Eterna Cadencia, who used disappearing ink to inspire readers to finish their anthology of new Latin American authors. Once the book is opened and exposed to light and air, it only has 60 days before the ink is gone. It’s a little crazy, but it makes for a one-of-a-kind reading experience that just can’t wait.

The lesson: If you’ve made something awesome, give your fans and customers a reason to experience it as soon as possible.

Learn more: Mediabistro

2. When their car breaks down

A car break-down is a stressful situation, but Brazil’s Orca Chevrolet found a way to put a positive spin on it. They teamed up with a tow company to find people in distress. Those whose cars needed towed were offered to test drive a new Chevy to wherever they needed to go. The project left a lot of people feeling rescued, and it put a lot of people who could soon be in the market for a new car behind the wheel of a Chevy.

The lesson: Instead of blindly handing out samples, what if you looked for moments where they could help people the most?

Learn more: Springwise

3. To help them escape

When the Olympics came to London, it meant a lot of excitement for the city — and a lot of headaches for the locals. That’s why Ireland, just a short flight away, opened their tourism arms to weary Londoners. They ran ad campaigns and created funny videos enticing them to avoid the mess. The timing was perfect. Not only could locals escape, but because there was such high demand for Olympic housing, Londoners could rent out their own places to cover the trip.

The lesson: What’s going on in the lives of your customers right now? What opportunities are you missing?

Learn more: The Denver Egotist

4. Check it out: This Is Now

See what’s happening right now through the eyes of Instagram in cities like New York, Las Vegas, Sao Paulo, Stockholm, London, and Paris.

Check it out: This is Now