When it comes to massively popular events, social media just explodes. It could be an awards show, a sporting event like the Super Bowl, or even the airing of a popular movie like this week’s Sharknado 3: Oh Hell No! (popular in some sense, at least). Now, Twitter has come up with a way to take advantage of these events, while opening the door for potential advertisers to join in the fun.

Re/Code has reported that Twitter intends to reach out to marketers that can target people based on these events. With it, they will be able to tie in ads to anyone who cares about such events, such as introducing a shark documentary while they talk about Sharknado 3, or talking up back-to-school deals as people prepare for the return of the school season.

Although the popular social site has seen a small drop in revenue over this last quarter, it still has quite a few users that jump online to talk about such events. With this targeting option, marketers can potentially jump in and spread the word without being obtrusive, although the effects of this campaign have yet to be seen.

Twitter has already put together a dashboard with a calendar featuring big events, along with demographic data that breaks down the people who showed interest in similar events over the previous year, in the hopes of giving advertisers an idea of what’s popular.

Ameet Ranadive, senior director of revenue products for Twitter, stated that the site uses a handful of signals to determine whether or not users may care about a particular event. Through it, she explains, it takes a look at people that are followed, as well as specific tweets and engagement with other tweets. It works in a similar manner to the company’s TV targeting, but looking at trends with events rather than programming.

Again, though, its effects have yet to be seen. Twitter has already been toying around with several ideas in advertising, even taking the drastic step of removing users’ custom backgrounds on home pages with the possibility of replacing them with advertising (although this hasn’t been confirmed just yet – but many users have already complained about the “plain white background” approach). Maybe this will turn it around – even with the help of a Sharknado.