What is Newsjacking?
Newsjacking is a marketing technique that involves capitalizing on current events or news stories to promote a brand, product, or service. The term was coined by marketing strategist David Meerman Scott in his book “Newsjacking: How to Inject your Ideas into a Breaking News Story and Generate Tons of Media Coverage.” Essentially, newsjacking involves inserting your brand into a trending news story to gain attention and leverage the media coverage surrounding the event.
How does Newsjacking work?
Newsjacking works by monitoring the news cycle for relevant stories that align with your brand’s messaging or values. Once a suitable news story is identified, marketers can quickly create content or campaigns that tie into the news event. By piggybacking on the media coverage of a trending topic, brands can increase their visibility and reach a larger audience.
Why is Newsjacking effective in advertising?
Newsjacking is effective in advertising because it allows brands to tap into the public’s interest in current events and trending topics. By associating their brand with a popular news story, companies can generate buzz, increase brand awareness, and engage with their target audience in a timely and relevant manner. Newsjacking also demonstrates a brand’s agility and ability to react quickly to changing circumstances, which can enhance its credibility and reputation.
When should Newsjacking be used?
Newsjacking should be used when a brand can authentically tie its messaging to a trending news story without appearing opportunistic or insensitive. Marketers should carefully consider whether their brand’s involvement in a news event will be well-received by the public and align with their overall marketing strategy. Newsjacking is most effective when brands can offer a unique perspective or value proposition that adds to the conversation surrounding the news story.
Where can Newsjacking be implemented?
Newsjacking can be implemented across various marketing channels, including social media, public relations, content marketing, and advertising. Brands can leverage newsjacking on platforms such as Twitter, Facebook, Instagram, and LinkedIn to engage with their audience in real-time and participate in ongoing conversations. Additionally, brands can incorporate newsjacking into their email marketing campaigns, blog posts, press releases, and other content to capitalize on trending topics and drive traffic to their website.
Who are some successful examples of Newsjacking?
One of the most famous examples of newsjacking is Oreo’s “Dunk in the Dark” tweet during the 2013 Super Bowl blackout. When the lights went out in the stadium, Oreo quickly tweeted a clever image of an Oreo cookie with the caption “You can still dunk in the dark.” The tweet went viral and garnered widespread media coverage, showcasing Oreo’s quick thinking and creativity in capitalizing on a timely event.
Another successful example of newsjacking is Airbnb’s “We Accept” campaign in response to President Trump’s travel ban in 2017. Airbnb ran a series of ads that featured the message “We Accept” with images of diverse individuals and families, highlighting the company’s commitment to inclusivity and diversity. The campaign received positive feedback from the public and media, positioning Airbnb as a socially conscious brand that stands up for its values.
Overall, newsjacking can be a powerful tool for brands to connect with their audience, drive engagement, and increase brand visibility. By staying informed about current events and trends, marketers can leverage newsjacking to create timely and relevant content that resonates with their target audience.