Key Takeaways
- Harness the power of storytelling in marketing to connect with audiences on an emotional level.
- Leverage real-time advertising to capitalize on trending topics and reach relevant audiences.
- Create newsjacks that are creative, relevant, and aligned with your brand’s values to leave a lasting impression.
Imagine the most-watched sporting event in the world suddenly plunged into darkness. That’s exactly what happened during the 2013 Super Bowl, when a power outage halted the game for over half an hour. But while the lights were out, social media was ablaze with witty and creative newsjacks from brands looking to capitalize on the unexpected event.
1. Oreo: The Dunk Heard ‘Round the World
Oreo’s iconic tweet, “You Can Still Dunk in the Dark,” was an instant hit, garnering over 19,800 likes and 6,600 shares. It perfectly captured the spirit of the moment, reminding viewers that even in the absence of electricity, the joy of snacking could continue.
2. Tide: Powering Through the Darkness
Detergent giant Tide jumped on the opportunity to promote their stain-removing prowess with a tweet that read, “#TidePower.” By offering to clean up any messes caused by the blackout, Tide cleverly aligned their brand with a practical solution to the outage.
3. Radiological Society of North America: Seeing in the Dark
The Radiological Society of North America highlighted the importance of their profession in a tweet that said, “Radiologists can work in the dark.” This humorous yet relevant message showcased the value of their services, even in the most challenging situations.
4. Audi: A Lighthearted Jab at Mercedes-Benz
Audi took a playful jab at Mercedes-Benz, the owner of the Superdome where the blackout occurred, with a tweet that offered to send LEDs. This cheeky comment poked fun at the stadium’s lack of preparedness while subtly promoting Audi’s own lighting technology.
5. Agility Recovers: Disaster Preparedness in the Spotlight
Agility Recovers, a disaster relief organization, seized the moment to emphasize the importance of disaster preparedness. Their tweet featured an image of a flashlight with the caption, “Be Prepared.” This message resonated with viewers, reminding them of the importance of having emergency supplies on hand.
6. Walgreens: A Humorous Take on Blackout Essentials
Pharmacy chain Walgreens injected some humor into the situation with a tweet that read, “We’re selling candles and lights like they’re going out of style.” This lighthearted approach acknowledged the practical needs of people affected by the outage while showcasing Walgreens’ readiness to meet those needs.
7. ZAGG: Powering Up in the Dark
ZAGG, a manufacturer of portable backup power devices, promoted their products as the perfect solution to the outage. Their tweet featured an image of their device with the caption, “Don’t let the power outage dim your night.” By providing a practical solution, ZAGG positioned their brand as a valuable resource during the blackout.
8. Best Buy: Connecting Customers to Solutions
Electronics retailer Best Buy connected the outage to their Geek Squad services, offering LED light bulbs and handling customer complaints promptly. Their tweet, “We’re here for you New Orleans,” demonstrated their commitment to supporting customers in times of need.
9. SEOmoz: Crawling in the Darkness
SEOmoz, an SEO software company, injected some humor into the situation with a tweet that joked about their aggressive server crawling in New Orleans. This self-deprecating comment highlighted the company’s dedication to their work, even in the face of unexpected challenges.
10. Twitter Ads: Real-Time Advertising at Its Best
Twitter Ads showcased the power of real-time advertising by highlighting the rapid response of advertisers bidding on “power outage” as a search term. This tweet demonstrated the effectiveness of using social media to connect with audiences during breaking news events.
Bonus: The Power of Storytelling in Newsjacking
The Super Bowl blackout newsjacks are a testament to the power of storytelling in marketing. By weaving humor, relevance, and practical solutions into their messages, these brands were able to connect with their audiences on an emotional level and leave a lasting impression.
Remember, effective newsjacking is not just about jumping on trending topics; it’s about finding creative ways to tell stories that resonate with your audience and align with your brand’s values.
Frequently Asked Questions:
What is newsjacking?
Newsjacking is a marketing technique that involves leveraging current events or trending topics to promote a brand or product.
What are the benefits of newsjacking?
Newsjacking can help brands increase brand awareness, generate leads, and drive sales by connecting with audiences during breaking news events.
How can I create effective newsjacks?
To create effective newsjacks, focus on finding creative ways to tell stories that are relevant to your brand and resonate with your audience. Use humor, offer practical solutions, and align your message with the tone and context of the event.
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