Table of Contents
- Introduction
- Understanding Newsjacking
- Real-world Examples of Newsjacking
- Key Takeaways and Strategic Thinking in Newsjacking
- Conclusion
- FAQ Section
Introduction
Have you ever wondered how some brands manage to stay relevant, or even become more visible, during significant current events? The secret might lie in a clever marketing strategy called newsjacking. If you're not familiar with the term, it originated from David Meerman Scott's book, "Newsjacking: How to Inject Your Ideas into a Breaking News Story and Generate Tons of Media Coverage." This strategy involves a brand leveraging a current event to increase its media attention and exposure. Intriguing, isn't it? This post aims to dive deep into what newsjacking is, its importance in business, and how you can apply it to your brand strategy. By the end of this read, you'll understand the critical timing for newsjacking, witness real-world examples of successful applications, and discover the endless possibilities it offers for marketing strategists.
Understanding Newsjacking
At its core, newsjacking is profoundly different from a publicity stunt. Rather than creating an event, it involves piggybacking on an existing news story to generate buzz for a brand. Initially, companies would seize large televised events like the Super Bowl to execute this strategy. However, as traditional advertising methods lose their charm, newsjacking has found a new home on social media and other online platforms, opening a plethora of opportunities for brands to capture public attention.
The Life Cycle of a News Story
Grasping the concept of newsjacking begins with understanding the life cycle of a news story, often visualized as a bell curve. Timing is paramount. Engaging at the outset of a news item when public interest is minimal could be less effective. Conversely, acting too late, when the story has already saturated the media, diminishes the impact. The sweet spot lies in the phase where the news begins to gain traction but before it reaches its peak. Here, businesses must act swiftly and creatively to intertwine their message with the evolving story, offering additional value to the narrative.
Real-world Examples of Newsjacking
Let's illuminate this strategy with some compelling real-world examples:
Oreo and the 2013 Super Bowl blackout
During the 2013 Super Bowl, a power outage plunged the stadium into darkness, halting the otherwise electrifying ambiance. Oreo's marketing team seized this moment with a tweet that read, "Power out? No problem. You can still dunk in the dark." This witty and timely response garnered over 16,000 re-tweets, demonstrating the power of quick thinking and relevance in newsjacking.
Mashable and the 2015 Golden Globes
In anticipation of the 2015 Golden Globes, Mashable published an article on crafting Golden Globe-themed cocktails. This initiative not only fed into the awards season buzz but also enhanced Mashable's brand visibility among enthusiasts looking to bring a piece of the glamorous event into their homes.
Kit Kat and the iPhone 6
The launch of the iPhone 6 saw complaints about its tendency to bend when stored in back pockets. Kit Kat's response? A tweet stating, "We don't bend, we #break," playfully commenting on the situation while highlighting their product's key feature. Without directly antagonizing Apple, Kit Kat's tweet was shared over 22,000 times, exemplifying successful, cheeky newsjacking.
Key Takeaways and Strategic Thinking in Newsjacking
The beauty of newsjacking lies in its dual capacity to amplify a brand's reach while adding a fresh perspective to ongoing conversations. However, mastering this art requires more than just clever puns and good timing. It calls for a deep understanding of your audience, the ability to predict news trajectory, and the readiness to act at a moment's notice.
Moreover, aligning with relevant, non-controversial news ensures that the brand maintains its integrity and public favor. The key is to inject your brand into the conversation in a way that feels organic, not forced. This means choosing stories that resonate with your brand's values and audience interests.
Conclusion
Newsjacking, when executed meticulously, can be a dynamic tool in a marketer's arsenal, offering an innovative way to generate buzz and foster brand engagement. By closely monitoring the news and acting swiftly yet thoughtfully, brands can not only earn significant media coverage but also solidify their presence in the digital conversation space. Like Oreo, Mashable, and Kit Kat have shown, the right message, at the right time, can captivate the public imagination and transform a brand into a topic of widespread discussion and admiration.
As we reflect on the potential of newsjacking, it's crucial for businesses to remain agile, creative, and ethically grounded. In the ever-evolving landscape of digital media, those who can effectively ride the wave of current events will not only survive but thrive.
FAQ Section
Q: How do you identify a good opportunity for newsjacking?
A: Monitor trending news closely and look for stories that align with your brand's values and audience interests. Ensure the event is gaining traction but hasn't yet peaked in media coverage.
Q: Is there any risk to newsjacking?
A: Yes, if done insensitively or misaligned with the brand's image, it can backfire. Always consider the context and potential implications of the news story you plan to hijack.
Q: How quickly do you need to act for newsjacking to be effective?
A: Time is of the essence. Ideally, brands should engage early in the news cycle but not before the story has enough traction to be recognized by their audience.
Q: Can any brand use newsjacking?
A: While any brand can use newsjacking, its success greatly depends on the relevance of the news story to the brand, the creativity of the engagement, and the timing of the message.
