I wanted to talk about a new type of Marketing I think is so clever and the brands that can use this have to be quick & receptive!
Newsjacking is a spontaneous way that brands can follow a trend and feed off the back of a trend/news story to promote themselves/evoke positive brand associations. Brands have to monitor the news closely and then react to certain stories carefully to serve their own best interests!
I think it has been used a lot more in the states than here in the UK, especially with huge events like the US election and the superbowl.
For example, the BRITS2013 are on tonight and even just typing #brits2013 into twitter trends, I notice among many of my followers fantasising about 1Direction or Emilie Sande, that there are a number of brands 'riding on the back' of the event.
I think it's a great idea, because when you have an audience already talking about a subject, researching it and watching it, you can directly target that audience whilst they are already captivated.
Not only events and occasions can be targeted, but news stories and even scandals can help brands deliver a message.
This all depends on the brand personality though, I love this LYNX one as I usually love all LYNX marketing.
This was released when the naked pictures of Prince Harry were released and it really represents LYNX's cheeky, laddish brand personality.
However, this indicates that newsjacking isn't for every brand clearly! Newsjacking is usually humourous and if your brand conveys responsibility and serious-ness then newsjacking isn't going to work.
It can also go wrong.... especially when the news story is sensitive.
You can read this fab blog about when American Apparel took it too far and gained a negative reaction.
Steph
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