Newsjacking has emerged as a powerful marketing technique that can significantly enhance a brand’s reach and engagement in today’s fast-paced digital landscape. By capitalizing on trending news stories, brands can create timely and impactful content that resonates with their audience. In this article, we will explore what newsjacking is, provide ten powerful examples, and offer a step-by-step guide on how to effectively implement this strategy.
What is Newsjacking?
Newsjacking refers to the practice of capitalizing on current news events to generate attention and promote a brand. By injecting their brand or message into a trending news story, companies can ride the wave of public interest and gain exposure. This strategy allows brands to align their content with popular topics, attracting a larger audience and increasing engagement.
10 Powerful Examples of Newsjacking
1. Oreo’s Super Bowl Tweet: During the 2013 Super Bowl blackout, Oreo quickly tweeted an image with the caption “You can still dunk in the dark.” This real-time response generated significant buzz and showcased Oreo’s wit and agility.
2. Red Bull’s Stratos Jump: Red Bull capitalized on Felix Baumgartner’s record-breaking space jump by live-streaming the event on their website. This allowed them to associate their brand with an extraordinary feat and capture the attention of millions worldwide.
3. Dove’s Real Beauty Sketches: Dove’s campaign, which aimed to challenge beauty standards, gained traction by tapping into societal discussions around self-esteem and body image. By creating thought-provoking content, Dove successfully engaged their target audience.
4. LEGO’s Royal Wedding Tribute: When Prince William and Kate Middleton tied the knot, LEGO released a playful reenactment of the royal wedding using their iconic bricks. This lighthearted approach resonated with their audience and showcased their creativity.
5. Nike’s Breaking2: Nike’s Breaking2 project, which aimed to break the two-hour marathon barrier, generated immense interest and media coverage. By aligning their brand with a groundbreaking athletic achievement, Nike showcased their commitment to pushing boundaries.
6. Airbnb’s “We Accept” Campaign: In response to controversial immigration policies, Airbnb launched a campaign emphasizing inclusivity and acceptance. By taking a stand on a divisive issue, Airbnb successfully positioned themselves as a socially conscious brand.
7. Coca-Cola’s “Share a Coke” Campaign: Coca-Cola’s personalized bottles, featuring popular names and phrases, created a social media frenzy. By tapping into the desire for personalization and shareable content, Coca-Cola sparked conversations and increased brand visibility.
8. Spotify’s Year in Music: Spotify’s annual “Year in Music” campaign leverages user data to create personalized playlists and share insights. By tapping into people’s curiosity about their own music habits, Spotify generated widespread engagement and brand loyalty.
9. Charmin’s #TweetFromTheSeat: Charmin capitalized on the popularity of Twitter by encouraging users to tweet from the bathroom using their hashtag. This humorous approach not only generated buzz but also reinforced Charmin’s association with comfort and convenience.
10. Wendy’s Twitter Roasts: Wendy’s gained attention by adopting a sassy and witty tone on Twitter, engaging in playful banter with followers and even rival fast-food chains. This approach not only entertained their audience but also positioned Wendy’s as an authentic and relatable brand.
A Step-by-Step Guide to Newsjacking
To effectively implement newsjacking, brands can follow these steps:
1. Stay Informed: Keep up with the latest news and trends in your industry. Set up Google Alerts or follow relevant news outlets to ensure you are aware of breaking stories.
2. Identify Opportunities: Look for news stories that align with your brand values or provide an opportunity for creative content. Consider how you can add value or contribute to the conversation.
3. Act Quickly: Timing is crucial in newsjacking. Once you identify a relevant news story, act swiftly to create and publish your content. Real-time responses tend to generate the most impact.
4. Be Relevant and Authentic: Ensure that your content is genuinely related to the news story and adds value to the conversation. Avoid forcing connections or using newsjacking solely for promotional purposes.
5. Use Social Media: Leverage social media platforms to amplify your newsjacking efforts. Share your content using relevant hashtags, engage with your audience, and monitor the conversation around the news story.
6. Monitor and Adjust: Keep an eye on the performance of your newsjacking content. Analyze engagement metrics, gather feedback, and make adjustments as necessary to optimize your strategy.
Conclusion
In 2024, newsjacking has become a game-changer for brands aiming to enhance their marketing efforts. By leveraging trending news stories, brands can create timely and impactful content that resonates with their audience. To successfully implement this strategy, it is important to stay informed, act quickly, and be authentic in approach. With the right strategy, newsjacking can significantly enhance a brand’s reach and engagement in the digital landscape.
