A few years ago “newsjacking” caught the some ad industry headlines. Put simply, it involves brands trying to steal attention from a news event. Oreo’s did it well and won many awards for their ‘You can still dunk in the dark’ tweet when the lights went out at the Superbowl. But it’s not as easy as reading a newspaper/social feed on your iPhone during your daily commute. Here’s some terrible executions:
Imagine the pitch meeting… Account exe: “Nothing says quality bed brand than the thought of a young girl being shot in the face on her way to school by the Taliban right?’. Brand manager: ‘Of course’.
Get some ethics.
Imagine the pitch meeting … Account exe: ‘People are pouring ice on them to show support and raise money for Amyotrophic lateral sclerosis. Rather than quietly donate money to a good cause, we could turn that good cause into good marketing. This is a great opportunity to show that Samsung phones are more water resistant than their rivals’. Brand manager: ‘I heard my niece talk about JLS. Let’s do it’.
And they did.