When Taylor Swift and Travis Kelce announced their engagement on Instagram today, countless marketers were ready for it. That is, they knew all too well that the superstar’s big news gave them a priceless opportunity to join a massive cultural conversation. And so, the brands began.

Other brands used the engagement as a reason to release brand-new coupons: Inc. 5000 honoree Glowbar texted SMS subscribers a discount code for $13 off its facials: TAYLORSGETTINGMARRIED. The company also shared a reel of its employees reacting to the news.Swift’s new album, The Life of a Showgirl, comes out October 3—companies including Colgate-Palmolive, Duolingo, Fisher-Price, and more responded to that announcement with similar social media fanfare. Next week, Kelce also returns to the field for NFL season. If anything’s for certain, it’s that the couple will remain cemented on the surface of the public consciousness for some time to come. And for brands joining the conversation, that could mean a gold rush.