At the game advancing the Minnesota Timberwolves to the Western Conference Finals, Charles Barkley told star player Anthony Edwards, “I have not been to Minnesota in probably 20 years.” Edwards replied slyly that he had better bring himself here, and an online sensation was born. The Explore Minnesota marketing team seized on the opportunity, quickly launching a series of social media posts, a web takeover, and other communications and campaign efforts to seize the attention of fans, media and the internet at large. In this session, you’ll get a peek behind the curtain of a few very intense days at the Explore Minnesota office. We'll show you how we pulled it off and provide tips about how to respond smartly and successfully to topical, trending moments from your own destination’s standpoint. Co-presenting this session are colleagues Kathryn Sutton – Deputy Director of Marketing, Devon Cox – Digital Strategy Manager, Karina Hill – Campaign Marketing Manager, Chris Morgan – Communications and Media Relations Manager and Andrew Parks – Senior Digital Strategist.