How to "Newsjack" Your Marketing
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The Art of the Newsjack
In the relentless arena of modern business, where attention is the scarcest commodity, standing out from the noise requires more than just a good product or service.
It demands a strategic edge, a mastery of timing, and the ability to seize opportunities as they arise.
This is where the art of newsjacking comes in.
Coined by marketing strategist David Meerman Scott, newsjacking is the audacious act of injecting your brand into the heart of breaking news stories, capitalizing on their momentum to amplify your own message.
It’s about being in the right place, at the right time, with the right message, ready to ride the wave of public interest to new heights of visibility and engagement.
This isn’t about chasing fleeting trends or jumping on any bandwagon that rolls by.
It’s a calculated strategy, a well-timed chess move that demands an understanding of your audience, the cultural pulse, and the inherent risks involved.
Why does newsjacking matter?
Because in a world inundated with information, timing is everything.
A perfectly timed newsjack can:
Amplify your reach: By tapping into a trending conversation, you instantly expose your brand to a much wider audience.
Boost credibility: Associating your brand with a relevant news story can position you as a thought leader and enhance your authority.
Drive engagement: Newsjacking sparks curiosity and encourages people to interact with your brand, leading to higher engagement rates.
Think of it like riding a wave — catch it at the right moment and you’ll glide effortlessly to the shore.
Miss the timing, and you’ll be left paddling against the current.
But, newsjacking isn’t a one-size-fits-all tactic.
The key is to be strategic, tasteful, and add value to the conversation.
Don’t just piggyback on a trend; offer a unique perspective, solve a problem, or spark a debate.
Newsjacking is about more than just grabbing headlines.
It’s about building a brand that resonates, engages, and thrives in the ever-evolving digital landscape.
5 Examples of Newsjacking
1. Oreo’s Super Bowl Tweet
One of the most iconic examples of newsjacking is Oreo’s tweet during the 2013 Super Bowl blackout. When the lights went out in the stadium, Oreo quickly tweeted, “You can still dunk in the dark,” along with an image of an Oreo cookie. The tweet went viral, garnering thousands of retweets and media coverage. This quick thinking and timely response showcased the power of newsjacking in action and remains a benchmark for real-time marketing success.
2. Google’s Year in Search
Every December, Google releases its #YearInSearch, a video that highlights the most significant trends and events of the year. The 2020 edition was particularly poignant, capturing the global impact of the COVID-19 pandemic, social justice movements, and other major events. By leveraging these widely discussed topics, Google not only promoted its Google Trends feature but also created a compelling narrative that resonated with a global audience. This annual campaign demonstrates how newsjacking can be used to reflect on broader societal issues while promoting a brand’s core offerings.
3. Budweiser’s “Bring Home the Bud” Campaign
In 2022, just days before the FIFA World Cup in Qatar, it was announced that beer sales would be banned in the stadiums. Budweiser, a major sponsor, quickly pivoted their strategy with a tweet that read, “Well, this is awkward…” Although the tweet was deleted, Budweiser capitalized on the situation by announcing that the winning nation would receive their unsold beer. This clever response not only garnered significant media attention but also turned a potential setback into a memorable marketing moment.
4. Dunkin’s Ben Affleck Super Bowl Ad
When photos of Ben Affleck enjoying Dunkin’ delivery went viral in 2020, the brand seized the opportunity to create a Super Bowl ad featuring Affleck himself. The ad played on Affleck’s well-documented love for the brand and included a cameo by Jennifer Lopez, tapping into the renewed public interest in the couple. This strategic move allowed Dunkin’ to ride the wave of pop culture while reinforcing their brand identity.
5. Madame Tussauds’ Royal Family Display
Shortly after Prince Harry and Meghan Markle announced they were stepping away from their roles as senior members of the Royal Family, Madame Tussauds Wax Museum made headlines by removing their wax figures from the Royal Family display. This timely and symbolic gesture not only garnered media coverage but also sparked conversations about the couple’s decision, effectively leveraging a major news story to draw attention to the museum.
The Newsjack Playbook
Alright, you’ve grasped the power of newsjacking.
Now, let’s dive deeper into the playbook that separates the masters from the mere dabblers.
1. Monitor the News Cycle Like a Hawk
Set Up Your Radar: Use tools like Google Alerts, social media monitoring platforms, or dedicated news aggregators to stay ahead of the curve.
Identify Opportunities: Scan for breaking news, trending topics, or industry developments that align with your brand values and target audience.
2. Craft Your Message with Precision
Be Relevant: Ensure a clear and logical connection between the news story and your brand message. A forced fit will backfire.
Add Value: Offer a fresh perspective, insightful commentary, or a solution to a problem related to the news story.
Be Quick: Speed is crucial. Craft your message quickly and efficiently to capitalize on the news while it’s still hot.
3. Choose the Right Channels
Social Media: Leverage the immediacy and reach of platforms like Twitter, Instagram, or LinkedIn to amplify your newsjack.
Content Marketing: Create blog posts, articles, or videos that delve deeper into the news story and offer your unique insights.
Paid Advertising: Target your newsjacked message to specific audiences using paid social media or search engine advertising.
4. Measure & Iterate
Track Results: Monitor engagement metrics, website traffic, and social media mentions to gauge the success of your newsjacking efforts.
Learn & Adapt: Analyze the data, identify areas for improvement, and refine your approach for future newsjacking opportunities.
Advanced Tips:
Prepare in Advance: Create a “newsjacking toolkit” with pre-approved messaging templates and visuals to expedite your response time.
Collaborate with Influencers: Partner with influencers or industry experts to add credibility and reach to your newsjacked message.
Think Long-Term: Newsjacking can be a catalyst for building long-term brand awareness and loyalty. Don’t just chase quick wins; nurture relationships and foster ongoing engagement.
Remember, the newsjack is a high-risk, high-reward game.
But with the right strategy, execution, and a dash of audacity, it can be a game-changer for your brand.
Navigating the Risks
Newsjacking, while a potent tool, is not without its perils.
Like a tightrope walker, you need balance, agility, and a keen awareness of the risks involved.
1. The Sensitivity Trap
Avoid Tragedy & Controversy: Newsjacking tragedies or highly sensitive topics can be perceived as exploitative and damage your brand reputation.
Read the Room: Gauge the public sentiment before jumping in. If the mood is somber or polarized, proceed with caution or steer clear altogether.
2. The Authenticity Test
Stay True to Your Brand: Don’t sacrifice your brand values or voice for the sake of a newsjack. Maintain authenticity and consistency in your messaging.
Avoid Forced Connections: Ensure a genuine and logical link between the news story and your brand. A contrived association will seem forced and fake.
3. The Backlash Factor
Anticipate Criticism: Be prepared for potential backlash or negative feedback, especially on sensitive topics. Have a crisis management plan in place.
Respond Gracefully: Address criticism constructively and professionally. Acknowledge mistakes, apologize if necessary, and learn from the experience.
4. The Oversaturation Risk
Don’t Overdo It: Newsjacking every trending topic can dilute your brand message and lead to audience fatigue. Be selective and strategic.
Focus on Quality over Quantity: Prioritize creating high-quality, valuable content that resonates with your audience over churning out numerous newsjacks.
Advanced Tips:
Conduct a Risk Assessment: Before launching a newsjack, weigh the potential benefits against the risks. If the risks outweigh the rewards, reconsider your approach.
Have a Contingency Plan: Prepare for the worst-case scenario. Have a plan in place to address potential negative fallout or unintended consequences.
Seek Feedback: Get a second opinion from trusted colleagues or advisors before hitting publish. A fresh perspective can help identify potential pitfalls.
Newsjacking is a delicate dance, a balancing act between seizing opportunities and respecting boundaries.
By navigating the risks with prudence and integrity, you can leverage newsjacking to amplify your brand’s voice without compromising its values.
Final Thoughts
By embracing the evolution of newsjacking, you can position their brand at the forefront of the conversation, driving engagement, building credibility, and fostering long-term loyalty with your customes.
The news cycle is relentless, and attention spans are fleeting.
But with the right strategy, execution, and a willingness to adapt, newsjacking can be an incredibly powerful marketing tool.
It’s not just about riding the wave; it’s about creating your own tide.
Scott