Newsjacking Examples: How to Leverage Current Events for

In the world of digital marketing, newsjacking has become one of the most effective strategies to enhance brand visibility, engage audiences, and drive traffic. The term Newsjacking Examples refers to the practice of capitalizing on trending news stories or events to promote your own brand or products. By quickly jumping into ongoing conversations, businesses can position themselves as relevant, timely, and part of the cultural discourse.

In this article, we will delve into various newsjacking examples, explaining how brands have successfully used current events to increase brand recognition and engage with their audiences. Additionally, we will explore key strategies for implementing newsjacking in your marketing campaigns.

What is Newsjacking?

Newsjacking is a marketing strategy that involves injecting your brand, product, or service into a current news story, event, or trend. It is about responding to a breaking news event in real-time, using it to grab the attention of the media and the public. The key to successful newsjacking is timing—acting quickly when a relevant news event breaks and leveraging it to align with your brand’s message or values.

While newsjacking can be an extremely effective way to boost visibility, it also requires careful thought. The chosen news event must align with your brand’s voice and values, and the tone of your response should be appropriate. Successful newsjacking can give your brand viral exposure, but mishandling it can lead to backlash and negative publicity.

Note: Successful Newsjacking Examples include Oreo's "dunk in the dark" tweet during the Super Bowl blackout, Wendy's humorous jab at McDonald's, and Arby's response to Pharrell William's hat at the Grammy's.

Newsjacking Examples: Brands That Got It Right

1. Oreo During the 2013 Super Bowl Blackout

One of the most famous Newsjacking Examples occurred during the 2013 Super Bowl, when a power outage temporarily halted the game. While the world was waiting for the game to resume, Oreo seized the opportunity with a tweet that read: “Power Out? No Problem.” It included an image of an Oreo cookie with the message, “You can still dunk in the dark.”

This clever, timely response quickly went viral, garnering massive attention and praise for the brand’s creativity and quick thinking. Oreo’s timely post is often cited as a prime example of how to effectively leverage a current event to create buzz around a brand.

2. Nike and Colin Kaepernick

In 2018, Nike jumped into the national conversation surrounding Colin Kaepernick‘s protest against police brutality. Kaepernick, who was a quarterback for the NFL, had been in the news for kneeling during the national anthem, a gesture meant to raise awareness of racial inequality and police violence.

Nike’s newsjacking took the form of a campaign featuring Kaepernick, with the slogan: “Believe in something. Even if it means sacrificing everything.” The brand’s decision sparked debates across the country, but it ultimately increased Nike’s sales and brand recognition. While some criticized Nike for its stance, the campaign made headlines globally, demonstrating the power of newsjacking in amplifying a brand’s message during a social movement.

3. Volkswagen and the Dieselgate Scandal

In 2015, Volkswagen found itself at the center of the Dieselgate scandal, in which the automaker was caught cheating on emissions tests. Despite the controversy, Volkswagen managed to turn the negative publicity into a marketing opportunity.

Instead of retreating from the public eye, the company decided to acknowledge its mistake with a series of advertisements about transparency and corporate responsibility. In one particular ad, Volkswagen used the tagline: “We don’t make excuses. We make amends.” This response was seen as a form of newsjacking that allowed the brand to regain some of its credibility, albeit in a challenging context.

4. Coca-Cola’s “Share a Coke” Campaign

Coca-Cola has mastered the art of newsjacking in various ways, including its “Share a Coke” campaign. Launched in 2014, this campaign took advantage of a shift in social behavior and personal connections, encouraging people to purchase bottles with their names on them.

While the campaign wasn’t directly tied to breaking news events, Coca-Cola newsjacked the rise of social media by integrating personal, shareable moments into their marketing. This encouraged people to engage with the brand online and share their experience. The campaign received massive engagement and viral attention, aligning with the growing trend of personalization in marketing.

5. Tide During the 2018 Oscars

In 2018, Tide used the Oscars as a platform for an incredibly successful newsjacking campaign. The brand released a series of humorous ads where they suggested that every stain could be cleaned with Tide detergent, using various popular film moments as context. These commercials were cleverly timed to run during the Oscars, where people were already engaged with the red carpet fashion and moments from the ceremony.

Tide didn’t directly relate their campaign to the Oscars themselves, but they successfully jumped into the conversation around the event, using humor and relevance to increase brand awareness. The campaign was a massive hit, with people immediately associating the brand with high-profile moments.

Note: Budweiser responded to the World Cup alcohol ban with agility, humor ("Well, this is awkward..." tweet), and a "Bring Home the Bud" campaign. They shifted focus to Budweiser Zero, and leveraged social media to maintain high visibility.

Key Strategies for Successful Newsjacking

While the above examples show how brands have successfully used newsjacking, implementing the strategy in your own marketing campaign requires a thoughtful approach. Here are some tips for maximizing your newsjacking efforts:

1. Act Quickly

The key to successful newsjacking is speed. The faster you can respond to a breaking news event, the more relevant your response will be. Brands that act too late often miss the window of opportunity for effective engagement.

2. Ensure Relevance

It’s critical that the news event you choose to capitalize on is relevant to your brand. Newsjacking only works when the conversation is connected to your products, services, or brand message. If your response feels forced or disconnected, it could alienate your audience.

3. Align with Your Brand Voice

Maintain consistency in your tone and message. Your newsjacking efforts should reflect your brand’s voice and values. If your response feels too off-brand or disingenuous, it may backfire.

4. Be Sensitive

Some events, especially those with social or political implications, require a level of sensitivity. Avoid capitalizing on tragedies or contentious issues unless your message aligns with the event in a meaningful and respectful way. Tactfulness is key to ensuring your brand doesn’t appear opportunistic.

5. Leverage Social Media

Platforms like Twitter, Facebook, and Instagram are perfect for newsjacking because of their real-time nature. Real-time conversations are happening on these platforms, and it’s where many breaking news stories go viral. Jump into the conversation as soon as the news breaks.

Potential Pitfalls of Newsjacking

While newsjacking can be a great tool, there are several pitfalls to watch out for:

1. Being Tone-Deaf

If the news event is sensitive, your response could come across as inappropriate. For example, attempting to capitalize on a tragedy or controversial issue without a thoughtful, respectful approach can alienate customers and harm your brand’s reputation.

2. Overplaying Your Hand

If you constantly insert your brand into every trending news event, it can come off as overbearing. Instead of becoming an expert on relevant news, a brand should only newsjack when it’s truly relevant to their audience or products.

3. Misinformation

Ensure the news you are reacting to is accurate and not based on rumors. Being involved in false news can hurt your brand’s credibility. Stay informed and verify the facts before making your move.

Final Thoughts of this article

Newsjacking is a powerful marketing tool that, when used strategically, can boost brand awareness, engagement, and credibility. The key to success lies in timing, relevance, and sensitivity. By leveraging news events, brands can jump into conversations, create buzz, and gain visibility. However, it’s crucial to approach this strategy with care, ensuring your actions align with your brand’s values and voice.

Summary

Newsjacking is a powerful marketing strategy that leverages current events to boost brand visibility and engagement. By reacting quickly to trending stories, brands can insert themselves into conversations, gaining attention. This guide covers successful examples and strategies for effective newsjacking in marketing campaigns.

FAQs

Q. What is newsjacking?

Ans. Newsjacking is the practice of capitalizing on current news events to promote your brand.

Q. Can any brand use newsjacking?

Ans. Yes, but the news event must be relevant to your brand and values.

Q. Is newsjacking only for social media?

Ans. While social media is ideal, newsjacking can also work in press releases or ads.

Q. How can newsjacking increase engagement?

Ans. By being timely, newsjacking positions a brand in ongoing conversations, driving attention.

Q. What’s a successful example of newsjacking?

Ans. Oreo’s tweet during the 2013 Super Bowl blackout is one of the most famous examples.

Q. Can newsjacking backfire?

Ans. Yes, if it’s irrelevant, insensitive, or poorly executed, it can damage a brand’s reputation.

Q. How fast should a brand react in newsjacking?

Ans. Brands must act quickly to maintain relevance, ideally within hours of a breaking event.

Disclaimer: This article provides general information on newsjacking strategies and examples. Results may vary depending on industry, timing, and brand messaging. Always ensure that your newsjacking approach aligns with your brand’s values and messaging. For personalized marketing advice, consult with a professional.

Newsjacking Examples: How to Leverage Current Events for Marketing Success