What is Newsjacking?

What is Newsjacking?

Newsjacking refers to the practice of leveraging current news events to elevate a brand’s message or content. By capitalizing on the momentum of trending news, businesses can gain visibility, drive conversations, and position themselves as thought leaders in their industry.

When done effectively, newsjacking can transform an ordinary piece of content into a viral sensation, drawing significant attention to a brand in a way that feels natural and engaging to the audience.

Brands can use this technique to insert their perspectives or solutions into ongoing conversations, making their content more relatable and shareable. For instance, a tech company might leverage breaking news about cybersecurity threats to promote their security solutions, thereby demonstrating their expertise and relevance in the field.

Furthermore, newsjacking can be an excellent way for brands to showcase their values by aligning with current events or social issues that resonate with their target audience. This alignment not only boosts brand visibility but also fosters a deeper connection with consumers who see the brand taking a stand on matters important to them. It’s crucial for brands to approach newsjacking with sensitivity and awareness, ensuring that they contribute positively to discussions without appearing opportunistic or insensitive

Key Considerations and Best Practices for Newsjacking

1. Relevance and Alignment:
   • Ensure that the news you are leveraging is relevant to your brand and audience.
   • The event should align with your brand’s values and message. For instance, a tech company might capitalize on a major tech conference announcement, while a fashion brand could engage with trends emerging from a fashion week.
2. Speed and Timing:
   • Newsjacking requires swift action. The sooner you can tie your content to the news event, the more impactful it will be.
   • Use social media monitoring tools to stay updated on trending topics and be prepared to act quickly.
3. Sensitivity and Tone:
   • Approach sensitive topics with caution. Consider the emotional and cultural impact of the event.
   • Ensure that your tone is appropriate and respectful. Avoid being perceived as opportunistic or insensitive.
4. Creativity and Originality:
   • Add unique insights or perspectives to the conversation. Simply echoing the news without adding value may not resonate with your audience.
   • Use creative and engaging content formats such as memes, videos, or infographics to stand out.
5. Compliance and Ethics:
   • Be aware of legal implications and avoid using copyrighted material without permission.
   • Ensure that your newsjacking efforts are ethical and do not mislead or deceive your audience.
6. Integration with Overall Strategy:
   • Make sure that newsjacking fits into your broader marketing and content strategy.
   • Evaluate whether the news event provides an opportunity to advance your strategic goals, such as increasing brand awareness or driving engagement.
7. Monitoring and Response:
   • Continuously monitor the response to your newsjacking efforts. Be prepared to engage with your audience and address any negative feedback.
   • Have a crisis management plan in place to handle any backlash or unforeseen consequences.

Newsjacking Gone Wrong

Newsjacking, the practice of leveraging current events to promote one’s brand or product, can be highly effective when done right. However, when executed poorly, it can backfire spectacularly, damaging reputations and eroding trust. One infamous example of newsjacking gone wrong is the case of the fashion brand Kenneth Cole during the Arab Spring in 2011.

The Incident

In February 2011, as the Arab Spring protests were escalating in Cairo, Kenneth Cole’s official Twitter account posted a tweet that read: “Millions are in uproar in #Cairo. Rumor is they heard our new spring collection is now available online at [website].” This tweet attempted to capitalize on a major political event by tying it to the release of their new collection.

The Backlash

The reaction was immediate and overwhelmingly negative. Social media users criticized the brand for trivializing a serious and dangerous situation where people were risking their lives for freedom and democracy. The backlash was not limited to social media; major news outlets picked up the story, further amplifying the criticism.

The Response

Kenneth Cole himself quickly deleted the tweet and issued an apology. He acknowledged the insensitivity of the post and expressed regret for any offense caused. Despite the apology, the damage was done. The incident became a textbook example of how not to engage in newsjacking.

The Lessons

1. Sensitivity to Context: It is crucial to understand the gravity and context of the events before attempting to leverage them for marketing purposes. The Arab Spring was a momentous and highly sensitive event, making it an inappropriate choice for a lighthearted promotional tweet.
2. Timing and Tone: The timing and tone of newsjacking efforts must be carefully considered. In this case, the flippant tone used in the tweet was grossly out of sync with the serious nature of the protests.
3. Crisis Management: The swift apology was a necessary step, but it also highlighted the importance of having a robust crisis management plan. Brands must be prepared to handle backlash and take responsibility when they misstep.

With the right strategy, newsjacking can become a powerful tool in any marketer’s arsenal, helping brands stay relevant and top-of-mind in an ever-changing media landscape.

Examples Of NewsJacking Done Right

1. IKEA’s Response to the Apple ‘Bendgate’:
   When reports surfaced that the iPhone 6 Plus was bending in users’ pockets, IKEA Singapore posted a picture of a bent iPhone with the caption “We have a table for that,” promoting their sturdy furniture.
2. Arby’s and Pharrell Williams’ Hat:
   During the 2014 Grammy Awards, Arby’s tweeted at Pharrell Williams about his oversized hat resembling their logo, saying, “Hey @Pharrell, can we have our hat back?” This playful interaction went viral.
3. Tide’s Tweet During the 2014 Polar Vortex:
   During the extreme cold weather event, Tide tweeted, “Cold water? No problem! Tide Coldwater cleans just as well in cold water as hot,” promoting their cold water detergent.
4. Snickers’ Response to Luis Suárez’s Biting Incident:
   After the soccer player bit an opponent during the 2014 World Cup, Snickers tweeted, “More satisfying than Italian,” with a picture of a Snickers bar, playing on their slogan “You’re not you when you’re hungry.”
5. Nokia’s Response to Apple’s Colorful iPhone 5C:
   When Apple launched the colorful iPhone 5C, Nokia tweeted an image of its own colorful phones with the caption “Imitation is the best form of flattery,” reminding consumers that Nokia had colorful phones first.
6. Old Spice’s Response to Taco Bell:
   When Taco Bell tweeted about Old Spice’s claim that their deodorant lasts longer than a day, Old Spice responded, “If your food’s lasting longer than a day, you should be worried,” cleverly turning the attention back to their product.
7. Denny’s Tweet During the 2017 Solar Eclipse:
   Denny’s capitalized on the solar eclipse by tweeting, “We’re mooning the sun. Open 24/7,” promoting their 24/7 service with a playful reference to the eclipse.
8. Burger King’s Response to the Net Neutrality Debate:
   In a viral video, Burger King explained net neutrality by showing customers the impact of paid prioritization on Whopper prices, creatively raising awareness about the issue.
9. Adidas’ Response to the Boston Marathon:
   Following the 2013 Boston Marathon bombing, Adidas tweeted, “The Boston Marathon is the strongest community of runners we know,” showing solidarity and support for the event and its participants.
10. KFC’s ‘FCK’ Campaign:
    When KFC ran out of chicken in the UK, they placed a full-page apology ad in newspapers with a re-arranged KFC bucket spelling “FCK,” humorously acknowledging the mistake and apologizing to customers.

Takeaways:

Stay Informed: Regularly monitor news outlets and social media trends to identify potential newsjacking opportunities.

Act Quickly: Newsjacking is time-sensitive. Once a relevant news story breaks, act swiftly to create and share your content.

Be Relevant: Ensure your content is directly related to the news event and provides value to your audience.

Stay Respectful: Avoid newsjacking sensitive or controversial topics that could harm your brand’s reputation.

Want to learn more? Check out the best tips on content strategy here.