Learning the Lingo is a series of posts that will investigate marketing terms, ideas and strategies. Our topic today: Newsjacking.
Last week, we were honored to have marketer David Meerman Scott speak at our Wicked Local Media Solutions 2015 Sales Kick-Off.
During the presentation he introduced the idea of “newsjacking.” This is when a company seizes onto a breaking news story or pop culture moment and creates a quick marketing campaign, tying their product into a timely event.
The reference was especially fitting because earlier that morning, the NFL released a report that said 11 of the 12 footballs used by the New England Patriots during the AFC Championship game weren’t inflated to the proper level. It was the very start of “DeflateGate."
Almost immediately after he briefed the room on “newsjacking,” I noticed examples of local and national companies using “DeflateGate” as inspiration.
Boston Common Coffee Company
Denny’s in Indianapolis
Here’s the great thing about "newsjacking," it’s the perfect opportunity for your business to try and gain some local and national attention. Boston Common Coffee Company has four locations - all in the Boston city limits - but now thanks to their tweet being picked up by national news outlets, like the Today show, they are known throughout the nation.
These ads are fast, funny, and latch onto a popular trend and bring eyes to your company. Anyone can be a “newsjacker” and any post has an opportunity to go viral.
Do these random, quirky stories happen all the time? No, you do have to wait for the opportunity to present itself. These can include quirky news stories, commentary on a live show, award show bloopers, or even significant weather events (hint, hint). When the opportunity does present itself, act quickly. Share a funny, simple, and relevant post. Don’t make it too complicated, specific or mean spirited.
Who knows, the next time the power goes out during the Super Bowl, you could find your post here.
Nick Pizzolato is the Marketing Content Manager at Wicked Local Media Solutions. For questions, topics for future blogs, or to share your favorite moment from the film “Back to the Future,” email him at email@example.com. Email him ideas and questions for future "Learning the Lingo" posts.