Why a German freight lift has become the viral star of Louvre heist

A daylight jewelry heist occurred at the Louvre Museum in Paris on Sunday, where thieves reportedly spent under four minutes inside. They used a freight lift to access the museum, forcing open a window and smashing display cases to steal valuable Napoleonic jewels before escaping on motorbikes. The incident gained attention for Böcker Maschinenwerke GmbH, a German manufacturer of the freight lift used in the robbery. Following the event, the company’s visibility increased significantly online.

Managing director Alexander Böcker expressed initial shock at the misuse of their equipment but later acknowledged the unusual publicity. He noted that the firm had capitalized on the situation by creating a playful social media campaign featuring the lift, accompanied by a slogan emphasizing its efficiency. While the lift can carry substantial weight quietly, Böcker clarified that it is not permitted for transporting people.

• Why it matters:
  • This incident highlights the impact of unexpected events on brand visibility, illustrating how companies can adapt to capitalize on public interest.
  • For consumers, this may raise awareness about the security and safety protocols in place at high-profile locations like museums.
• The latest: Böcker’s company reported a surge in social media interactions following their marketing response to the incident.