EXPLOITING THE BREAKING NEWS
Newsjacking (from an original idea of David M. Scott) is the art of exploiting the breaking news to promote your product.
In other words it means finding an appropriate news and use it as an input or as a vehicle to advertising.
EXAMPLE #1
Oreo Cookies: during Super Bowl XLVII a blackout in the stadium causing the game to be stopped for half an hour. The Tweet was ‘Power out? No problem’ and showed an image of a cookie in the darkness and the claim ‘You can still dunk in the dark’. It was retweeted 14,000 times!
EXAMPLE #2
American Express: during Oscars Night the popular payment gateway decided that the gold statuettes could have something to do with the color of their credit cards. They pubished this tweet ‘Congratulations to everyone going home with Gold tonight!’ with the hashtag #Oscars
EXAMPLE #3
Dulux: another good example of how a brand can get extra buzz from a news. They made a smart tweet during the BRIT Awards comparing Damien Hirst’s statue design with their colour palette ‘looks like damien hirst may have used some of our favorites on the #BRITs2013 award!’
