Chapter 1: Jacking the News
An Introduction to Newsjacking
Chapter 1: Jacking the News
An Introduction to Newsjacking
Newsjacking
The best newsjacking is content which is highly responsive to major coverage and aligned with your business objectives.
Whilst newsjacking is powerful, it requires a dynamic content marketing team and many businesses are simply not agile enough to jump on the hot topic of the day.
Examples of Newsjacking include:
Oreo at the Super Bowl
At 2013’s Super Bowl, the power went out for 35 minutes, and it didn’t take long for people to start Tweeting about it. Oreo saw this as an opportunity to newsjack the event and tweeted this tweet in real time. The tweet has since earned more than 15,000 retweets, more than 6,000 likes, and delivered a greater ROI than their TV ads. This was successful because it was fast, fun, and relevant.
Aldi & The Stone Roses
In May 2016, The Stone Roses teased their new album by placing the band’s iconic lemon on posters across the UK. Aldi was quick to latch onto the excitement and created their own identical posters, but added a price tag of the lemon and their logo onto the poster. This showed Aldi to have a sense of humour, to be relevant and up-to-date with the news, and gain some coverage for themselves.
London Fire Brigade & Kate Winslet
In 2011, it emerged that Kate Winslet saved Richard Branson’s mother from a burning house. The London Fire Brigade jumped onto this story and offered Kate firefighter training. Winslet’s story was going viral, and they utilised its popularity to gain some coverage of their own. They saw that this story aligned with their brand and was an opportunity to appeal to a much larger audience than they could have achieved on their own.
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