So we've had KLM Surprise at airports, where the Dutch airline doorstepped customers to give them a gift after mining their social media activity.
It makes sense therefore that other brands might like to get in on the act, especially as airports are generally rather emotionally charged locations at the best of times.
Step forward cosmetics and personal hygiene brand Nivea, which has captured the imagination of those who like to chuckle at the misfortune of others with a stunt it performed at an airport in Germany.
It is immediately obvious from the clip what is going on, but this hasn't stopped the clip from capturing almost 4.5 million views in just over a week.
Enjoy...