Newsjacking

Newsjacking is a marketing strategy leveraging current news or events to generate publicity and draw attention to a brand or product. It typically involves creating content or campaigns that are tied to the trending topic or event, with the intention of piggybacking on the existing media coverage and public interest. Newsjacking can be an effective way to increase brand visibility and engage with a wider audience, but it requires careful planning and execution to ensure relevance and appropriateness.

Newsjacking example

One of the most notable examples of newsjacking is the Oreo power-out tweet, during the 2013 Super Bowl blackout. When a power outage halted the game for approximately 34 minutes, the social media team at Oreo, the popular cookie brand, seized the opportunity and quickly tweeted an image with the caption, "Power out? No problem. You can still dunk in the dark." The tweet gained significant traction and received widespread attention.