Scotland’s Tartan Army just inspired a perfect example of reactive advertising

United’s World Cup ad strategy made it possible: Buy the white space early, and let social listening do the rest.

[Photos: 72andSunny, Jessica Rinaldi/The Boston Globe/Getty Images, Joseph Prezioso/AFP/Getty Images]

Since the World Cup began on June 11, thousands of international fans have been pouring into U.S. host cities to watch the games, and it’s caused social media to explode with heartwarming stories of cultural exchanges.

Nowhere has that been more apparent than in Boston, where a huge influx of........

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