Yesterday the online world was awashed with divided opinions and the image of that dress…yes that blue and black dress which bizarrely but biologically others could see as white and gold. The DressGate was an episode which saw celebrities and normal people alike come together in something as trivial as the colour of a dress.

What struck us during this episode was how some major and minor brands used this opportunity to market their brands through a concept which we had discussed before here called News Jacking.

News Jacking, is a news ‘crashing’ strategy which is simply the art of reaching people by creating content that injects your own ideas into a breaking news story. The process of injecting your brand into the day’s news, creating a twist that grabs eyes when they’re open widest. Your job if you are going to news jack is to inject your story/brand as it is breaking, as it is rising. Your information has to be out exactly when people are talking about the breaking news story to be associated with it.

So which brands news jacked last night’s DressGate episode? Well, veteran news jackers Nissan and Oreo certainly did not miss this opportunity!! Was Don Jazzy‘s Mavin Records the only African music brand to news jack? See below.


Screenshot_2015-02-27-19-00-46-1 Screenshot_2015-02-27-19-05-18-1











Tips for News Jacking?

  • Stay tuned: You have to know what’s going on in the world if you want to newsjack. It’s crucial to plug in.
  • Be very discerning: A military coup, the death of a celebrity, a natural disaster — these are NOT events of which you should take advantage. Newsjacking requires enhanced sensitivity.
  • Act fast: To get the most traction, hop on news as soon as you can. You aren’t the only content marketer out there looking to find a news angle.
  • Make a natural connection: You wouldn’t typically cover a topic outside of your audience’s interest. Why would you force a news story to fit your brand?
  • Include keywords: One of the primary goals of newsjacking is ramping up visibility for your content. Make sure to include relevant keywords to improve search rankings.

Read our previous post on news jacking here

Credit: Content Marketing Institute

Twitter: @ModeMaisonPR

Facebook: ModeMaison PR

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