5 Examples of Brands Newsjacking in 2019

February 25, 2020

By [email protected] (Pamela Bump)

Big-MacIsh menu in Burger King newsjacking

Shortly after the announcement that Prince Harry and Meghan Markle were “stepping away” as senior members of the Royal Family, Madame Tussauds Wax Museum also made news by removing Harry and Megan from a wax display of the Royal family.

But, the famous wax museum’s publicity stunt isn’t the only example of a brand that’s leveraged a news event to gain awareness or viral attention. In fact, this tactic has been used by marketers throughout the 2000s. It’s often called “newsjacking.”

Newsjacking is when a brand or firm mentions or creates a campaign centered around a major, well-discussed news item. It’s slightly different from a publicity stunt in that the news item is leveraged in marketing while a stunt might acknowledge news within a public venue or place of business.

Why do brands choose to newsjack rather than creating a totally original storyline for their campaigns? It’s simply because this strategy helps them get discovered by adding or piggybacking off of larger conversations happening online.

In the early 2010s, we frequently saw newsjacking attempts during big, televised events like the Super Bowl or the Academy Awards. But, as marketers more frequently use social media and online channels, we’re seeing brands identify newsy topics faster and newsjack through a variety of content.

If you’re looking to leverage news, trends, or current events to amp up your marketing strategy, you might be wondering, “How do I get started?” or “How can I do this tastefully?”

If so, one great way to learn how to newsjack is to watch how other brands have done it.

To help you get inspired, here are five examples of brands that successfully took on newsjacking in 2019, and some takeaways that you can keep in mind in 2020.

7 Examples of Newsjacking in 2019

Aviation Gin: The Gift That Gives Back

News Item

In December 2019, the workout bike company Peloton released a critically panned commercial that begins with a husband giving his wife a Peloton for Christmas. As the commercial continues to the optimistic sounds of the song, There She Goes,” the wife, coined as “Peloton Wife” on social media, films herself working out every day for a year. At the end of the ad, she shares the video with her husband — seemingly the following Christmas.

Here’s the commercial, which is titled “The Gift That Gives Back”:

The commercial was heavily criticized and mocked throughout social media because it enforced dated gender norms and goes against body positivity because many people believe that a husband buying a wife a workout device insinuates that she’s out of shape.

The Newsjacking

After the Peloton ad — and it’s instant criticisms — circulated the internet, actor and Aviation American Gin owner Ryan Reynolds immediately cast Monica …read more

Source:: HubSpot Blog

      

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