Have you ever seen a brand talk about a breaking news story and thought, “Wow, that was smart“? That is called newsjacking. It is when a company jumps on a trending topic to get attention. When done right, it can bring tons of media coverage.
But if done wrong, it can upset people. At VH-info, we know how important it is to get people talking about your brand.
We help SaaS companies get high-quality links from big websites. While we focus on steady, long-term growth, looking at a successful newsjacking campaign can teach us a lot about catching attention. In this article, we will look at the best newsjacking examples, learn from the bad ones, and see how you can use this marketing strategy for your business.
What is Newsjacking?
The Definition of Newsjacking
David Meerman Scott wrote a book called Newsjacking.
He says it is the art of newsjacking: injecting your ideas into a breaking news story. Think of it like a surfer catching a wave. The wave is the news. You want to ride it while it is high to get your brand seen by a wider audience. You do not need a huge budget.
Sometimes, a simple tweet at the right time is enough. The goal is to get your brand into the conversation before the news stops being popular.
Why Newsjacking Works For Brands?
Newsjacking works because people are already looking at the news. When you add your unique perspective, you get noticed. It creates brand awareness very fast.
- Free Attention: You do not have to pay for ads if your post goes viral.
- Links and Traffic: Media outlets might write about your funny or smart post. This gives you backlinks, which are great for SEO.
- Shows Personality: It shows that your brand has a voice and knows what is happening in the world.
Top Newsjacking Examples That Went Viral
Let’s look at some brands that did a great job. These are excellent examples of how to use current events to grow.
Oreo’s “Dunk in the Dark” (Super Bowl 2013)
This is the most famous example of newsjacking. During Super Bowl XLVII, the power went out. The stadium went dark for 34 minutes.
This was the Super Bowl blackout. Oreo acted fast. They posted a picture on Twitter (now X) with a cookie in the dark. The caption said, “You can still dunk in the dark.” It was a simple tweet, but it was perfect. Everyone was waiting for the game to start and checking social media. Oreo got massive media attention for free. It showed that being fast is better than having a big marketing campaign.
Burger King’s “Women Belong in the Kitchen” Tweet
This one is tricky. Burger King UK wanted to support female chefs on International Women’s Day. They posted a tweet saying, “Women belong in the kitchen.” Wait, what?
People were angry. But if you read the next tweet, they explained that only 20% of chefs are women, and they were launching a scholarship to help them. It got tons of media coverage. Many people thought it was a bad idea at first. However, it did get everyone talking.
It is a lesson that you must be careful with careful thought. If people only see the headline, they might get the wrong idea.
Aviation Gin and the Peloton Wife
You might remember the Peloton ad where a woman looked scared while riding her exercise bike.
People made fun of it online. It became a huge trending story. Ryan Reynolds owns Aviation Gin. He hired the same actress, Monica Ruiz, for his ad. In the Aviation Gin video, she is drinking gin with friends, looking safe and happy.
Reynolds tweeted it with, “Exercise bike not included.” It was funny and timely. It showed expert commentary on pop culture without being mean. It was a successful newsjacking strategy because it solved a tension people felt about the original ad.
Calm App During the 2020 US Election
The Presidential Election in 2020 was very stressful. Everyone was watching the results on TV.
The meditation app Calm decided to sponsor the coverage on CNN. Between all the loud news and stress, a Calm ad would play. It just showed rain falling on leaves or a quiet scene. It reminded people to breathe. This was a great example of knowing your target audience.
People were anxious, and Calm gave them relief. It was a smart way to use a major event.
IKEA’s Response to Balenciaga’s Towel Skirt
Fashion brand Balenciaga released a “towel skirt” that cost $925. It looked just like a regular towel.
The internet thought it was crazy. IKEA saw this hot topic. They took a photo of a staff member wearing a regular IKEA towel like a skirt. They said their version cost only $10. It was an Instagram post that went viral. It was funny and showed IKEA’s value.
This fits humorous marketing campaigns perfectly. It was a low-risk, high-reward move.
Failed Newsjacking Examples: What Not to Do
Not every attempt works. Some brands try too hard or pick the wrong topic.
Pepsi’s Kendall Jenner Ad
Pepsi made an ad with Kendall Jenner. In it, she joins a protest and gives a policeman a Pepsi. The problem? It looked like they were using serious social issues to sell soda. People were very upset. It felt fake. They had to pull the ad.
This shows you must respect tragic events or serious movements. Do not use them just to sell products.
Cinnabon’s Carrie Fisher Tribute
When actress Carrie Fisher (Princess Leia) passed away, Cinnabon tweeted a picture of a cinnamon bun with the caption about her having the “best buns in the galaxy.” They meant her hair, but people thought it was disrespectful to use her death to sell buns.
They deleted it and apologized.
Key Lessons From Failed Campaigns
- Avoid Tragedy: Never use death, disasters like Hurricane Sandy, or sad news to sell things.
- Check the Tone: Ask, “Is this offensive?” before you post.
- Don’t Force It: If the connection to your brand is weak, do not do it.
How to Create Your Own Newsjacking Examples?
You want to try it? Here is how you can start.
Monitoring Trends and Real-Time Data
You cannot jack the news if you do not know the news. You need to watch internet trends.
- Use Google Alerts for terms in your industry.
- Check Twitter (X) Trending Topics daily.
- Look at what people are sharing on social media platforms.
Aligning Trends With Brand Voice
Does the story fit your brand? If you sell serious software, maybe do not joke about a silly celebrity meme. But if you are a fun brand, go for it. At VH-info, we keep our voice helpful and direct. If we Newsjack, we would probably talk about a big Google update or a shift in the tech world.
Speed Vs. Sensitivity: Finding the Balance
You must be fast. The news cycle moves quickly. If you wait three days, the viral story is over. But do not rush so much that you make a mistake. Take 10 minutes to think: “Could this hurt anyone’s feelings?” Careful thought saves you from a PR disaster.
Tools to Find Opportunities For Newsjacking
You do not need expensive software. Free tools work well.
- Google Trends: Google Trends shows you what the world is searching for right now. You can see if a topic is going up or down. If a term is spiking, it might be a good idea to write about it.
- Twitter (X) Trending Topics: This is the fastest place to see breaking news stories. Look at the sidebar to see what hashtags are popular. Often, sporting events like the World Cup or shows like The Walking Dead trend here first.
- BuzzSumo: BuzzSumo helps you see what articles are getting the most shares. It helps you find content marketing ideas that people already like.
Newsjacking and SEO: A Perfect Match
Newsjacking is great for SEO (Search Engine Optimization). When you write a blog post about a trending topic, you can rank high on Google quickly because there is not much competition yet. Also, if your story is good, media outlets might link to you.
As a link-building agency, VH-info knows the power of a good link. Getting a link from a big news site because of a smart newsjacking effort can boost your brand’s visibility immensely. It brings in potential customers who click that link. Even if you are not a news site, you can use these news stories to get traffic. Just make sure you add value. Do not just repeat the news; explain what it means for your target audience.
FAQ’s:
What is Newsjacking in Digital Marketing?
It is using breaking news to promote your brand. You talk about a hot topic to get media attention and sales.
What Are the Most Famous Newsjacking Examples?
Oreo’s Super Bowl tweet and the Aviation Gin ad with Monica Ruiz are very famous. They are cited often as management lessons in marketing.
Is Newsjacking Always Effective For Marketing?
No. If you are too slow or insensitive, it can fail. It works best when it is funny or helpful.
How Quickly Do Brands Need to React For Newsjacking to Work?
Very quickly. Usually within a few hours. After 24 hours, the news story is often old.
How Do Brands Choose Which News Stories to Hijack For Marketing Purposes?
They look for stories that their customers care about. They also look for topics that allow them to show their unique perspective.
Can Small Businesses Use Newsjacking Strategies?
Yes! A local pizza shop could name a pizza after a trending topic. Urban Outfitters famously used Hurricane Sandy for a sale, but that was seen as bad taste. Small businesses must be careful, but can have great success.
What is the Difference Between Newsjacking and Real-Time Marketing?
They are very similar. Real-time marketing is reacting to anything in the moment (like a customer question). Newsjacking is specifically about news stories.
Conclusion
Newsjacking is a powerful way to grow your brand. By keeping an eye on social media and current events, you can find chances to speak to a wider audience. Remember the lessons from Super Bowl XLVII and the meditation app Calm. Be fast, be smart, and be relevant.
At VH-info, we believe that staying relevant is key to building authority.
Whether you are building links or building buzz, the goal is the same: to be a trusted resource for your users. Start watching the trends today, and maybe your brand will be the next great example of effective newsjacking.
If you need help building long-term authority through high-quality backlinks, VH-info is here to guide you. We help you build the trust that makes your marketing work better.
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