Newsjacking
DefinitionContent & Social
Newsjacking
Injecting a brand into a breaking news story to ride its attention - adding the brand's angle while the story is still forming and journalists are still hungry for material. Timing is the whole trade: hours matter, and the brand needs a credible connection to the story, or the ride ends in backlash.
Evidence from the library
"Brand and performance are just channels. As a marketer, your job is to find attention at the best value, and then you need to make that attention count. Finding the best value is the media buy; making that attention count is the creative."QuoteThe best brand-building campaigns also spike short-term sales, while highly targeted promotional campaigns spike sales but do nothing for the brand.Principle2-15% over 3 monthsThe same exposure that builds the brand also moves sales in the next three monthsStatMessaging a cue your competitors already own is the expensive way to be forgottenWarning+3 vs +34Showing brand assets beats saying the brand nameStat
Source
Marketing Definitions
David Meerman Scott, Newsjacking (2011)
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