Yesterday on my blog, Seen CEO Brian Zuercher talked about â€œinterceptions,â€ or moments when brands capitalize on unplanned opportunities to interact with their customers. What better example of a perfectly executed interception than when Airbnb jumped on Twitter last week to come to the aid of Olympic journalists sharing their hotel troubles online? On Thursday, Airbnb tweeted: â€œHaving #SochiProblems? Hotel lacking water? Floors? 500+ Airbnb listings in #Sochi are ready to welcome guests.â€ They also began interacting with high-profile reporters using the #SochiProblems hashtag (like Yahoo Sports columnist Dan Wetzel) and offering to connect them with nearby spaces available through the platform. By mobilizing quickly to help potential customers, Airbnb generated new business and connected itself to one of the weekendâ€™s hottest topics. Bonus? Their smart thinking generated positive media coverage on sites like Mashable, Business Insider, Digiday and PR Newser.