What Is Newsjacking: In the fast-paced world of digital media, staying relevant is key to capturing audience attention. One effective strategy that has emerged in recent years is newsjacking. But what exactly is newsjacking, and how can it be done effectively? In this article, we’ll explore the concept of newsjacking and highlight five examples of brands that have mastered it.
What Is Newsjacking
Newsjacking is the practice of leveraging breaking news or trending topics to promote your own brand or message. It involves injecting your own perspective or content into a news story to capitalize on the public interest and gain exposure. When done correctly, newsjacking can help brands increase visibility, attract new audiences, and generate buzz around their products or services.
5 Examples of Effective Newsjacking
1. Oreo’s Super Bowl Blackout Tweet: During the 2013 Super Bowl, a power outage plunged the stadium into darkness for over half an hour. Seizing the moment, Oreo quickly tweeted a clever ad with the caption, “Power out? No problem. You can still dunk in the dark.” This real-time response garnered widespread attention and praise for its wit and timeliness, showcasing Oreo’s agility in capitalizing on a timely event.
2. Red Bull’s Space Jump: When Austrian skydiver Felix Baumgartner made his record-breaking freefall from the stratosphere in 2012, Red Bull was there to support him. Red Bull sponsored the event and livestreamed it to millions of viewers worldwide, effectively associating its brand with the excitement and adrenaline of the historic moment. By aligning itself with such a groundbreaking achievement, Red Bull reinforced its image as a brand synonymous with extreme sports and adventure.
3. Tide’s “Game of Thrones” Tie-In: As the final season of “Game of Thrones” was airing in 2019, Tide cleverly incorporated the show’s iconic imagery into its advertising campaign. One notable example was a commercial featuring “GOT” actor Peter Dinklage in a spoof of the show’s opening credits, with Tide detergent bottles replacing the castles and landscapes. By capitalizing on the immense popularity of the series, Tide effectively captured the attention of both fans and casual viewers alike.
4. NASA’s Mars Rover Landing: When NASA successfully landed its Perseverance rover on Mars in February 2021, brands around the world took notice. Among them was the snack brand Pringles, which tweeted a playful image of its chips arranged to resemble the rover’s wheel tracks on the Martian surface. By joining the conversation around this historic event, Pringles demonstrated its ability to stay culturally relevant and engage with its audience in a lighthearted manner.
5. Spotify’s Wrapped Campaign: Every year, Spotify releases its “Wrapped” campaign, showcasing users’ most-listened-to songs, artists, and genres of the year. In 2020, the streaming platform capitalized on the trend of sharing personal data with a humorous twist. One ad featured the caption, “Thanks 2020, it’s been weird,” alongside a list of unusual listening habits, such as “screaming into the abyss” and “asking for a friend.” By tapping into the collective sentiment of the year, Spotify effectively engaged its audience and encouraged social sharing.
Newsjacking can be a powerful tool for brands looking to increase their visibility and engage with audiences in real-time. By staying attuned to current events and cultural trends, brands can effectively insert themselves into relevant conversations and amplify their message. However, it’s essential to approach newsjacking with sensitivity and authenticity, ensuring that your brand’s message aligns with the tone and context of the news story. When executed thoughtfully, newsjacking can be a creative and impactful way to connect with consumers and enhance brand awareness in today’s media landscape.
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