SWINBURNE
UNIVERSITY MKT20021
we
talk
marketing
newsjacking
Đào Nguyên Hương Quỳnh 104221588
Hello everybody, this is Hương Quỳnh and you’re listening to the IMC
podcast.
1. Introduction.
● Briefly introduce the topic of newsjacking in the current day.
Newsjacking is a marketing tactic using current events to increase brand
visibility. It aligns with fast-paced media and social media consumption by
quickly integrating brand messages into breaking news.
● State the purpose of the podcast: So in this podcast, we will explore the
strategic value of newsjacking in integrated marketing campaigns.
2. Understanding Newsjacking through Reference
academic literature.
● Define newsjacking and its relevance in marketing.
David Meerman Scott coined the term "newsjacking" in his book. It's a
marketing tactic that turns breaking news into advertising. To be effective,
newsjacking requires quick action, as news trends often fade rapidly (Scott,
2022, pp. 355–358).
Newsjacking in marketing creates instant consumer connections through social
media and digital platforms. Effective newsjacking captures attention, drives
engagement, and positions brands as thought leaders. However, success requires
careful timing, context, and sensitivity to resonate positively with audiences
(Scott, 2022, pp. 355–358).
● Thus, the question is what are the benefits of newsjacking for brands?
1. Increased Visibility: Newsjacking boosts brand visibility by aligning with
trending topics, tapping into existing audiences, and expanding reach.
This can increase website and social media traffic (Coll & Josep Lluís Micó,
2019, pp. 55–75).
2. Enhanced Engagement: Quick, creative responses to current events spark
conversations, build community, and amplify brand messages through
increased sharing and discussion (David Meerman Scott, 2011).
3. Immediate Coverage: Effective newsjacking can lead to immediate media
coverage, resulting in valuable press mentions and backlinks, benefiting
SEO and brand recognition (Burton & McClean, 2020).
4. Cultural Relevance: Engaging with current events demonstrates brand
awareness of societal issues (Faster Capital , 2024), resonating with
consumers, especially younger audiences who value socially conscious
brands.
3. Examples of successful newsjacking campaigns
(Understanding Newsjacking through Reality campaign)
To help us understand newsjacking better, I would like to invite you guys to an
example of a brand that is extremely familiar, especially to coffee lovers like
me.
Rewind to August 2020, when Rap Viet season 1 burst onto the scene. The
show quickly dominated news and music charts, creating a massive wave
among young people. Catchphrases like " Ờ mây zing, gút chóp" and "Gu của
anh là Châu Á" from singer BinZ's comments and lyrics has spread like
wildfire. Within days, these phrases were everywhere on social media—in
articles, comments, and personal messages.
The Coffee House's marketing team cleverly capitalized on the cultural
phenomena surrounding "Rap Viet." Their strategy is a prime example of
effective newsjacking, showing how companies can tap into current trends to
boost awareness and customer engagement. Here's a summary of this strategy's
achievements:
1. Timeliness and Relevance
The Coffee House quickly leveraged "Rap Viet" viral phrases after the show,
aligning with a trending topic to resonate with their audience. This exemplifies
effective newsjacking, where swift action on current events captures attention
(Angell et al., 2019).
2. Cultural Connection
Phrases like "Oh my zing, gut chop," and "Gu cua anh la Chau A" reflect youth
vernacular, especially in Vietnam's rap and hip-hop culture. By using these in
marketing, The Coffee House connected with trendy dialogue and showed
understanding of their target demographic's cultural nuances.
3. Creative Execution
The new cup packaging line, featuring trendy visuals and popular phrases, was a
smart move. Its eye-catching designs boosted product appeal and encouraged
social media engagement.
4. Social Media Engagement
The Coffee House's newsjacking strategy proved effective, garnering 8.7k (eight
point seven thousand) likes in under two weeks. This engagement shows the
campaign's resonance with consumers, encouraging online brand interaction.
Conclusion
The Coffee House's newsjacking strategy using "Rap Viet" references
showcases effective marketing by blending timeliness, cultural relevance, and
social media engagement. This approach boosted brand visibility and audience
connection (León & Andrés, 2023), highlighting newsjacking's potential in
modern marketing when applied authentically (Goret & Lifvergren, 2022).
4. What Brands Need to Attention
Brand managers must consider global, ethical, and social factors when using
newsjacking to ensure effective and responsible marketing campaigns.
Cultural Sensitivity
Brand managers must consider cultural differences in newsjacking. What works
in one culture may offend in another. Cultural awareness is key to protecting
brand reputation.
Ethical Implications
Leveraging sensitive news events raises ethical concerns. Brands must engage
thoughtfully with serious topics, avoiding insensitivity or opportunism.
Managers should ensure their involvement is valuable.
Maintaining Brand Integrity
Preserving brand integrity is crucial. Align newsjacking with core values and
mission. Consistent messaging and actions build trust. Authentic campaigns
reflecting brand identity foster loyalty (Gruner, 2013).
This is the end of my podcast, thank you for your attention. Hope
that I can see you in the next one. Bye!
References
Angell, R., Gorton, M., Bottomley, P., Marder, B., Bhaskar, S., & White, J.
(2019). News you can use! Evaluating the effectiveness of newsjacking
based content on social media. Information Technology & People, 33(2),
755–773. [Link]
Burton, N., & McClean, C. (2020). Exploring newsjacking as social
media–based ambush marketing. Sport, Business and Management: An
International Journal, ahead-of-print(ahead-of-print).
[Link]
Coll, P., & Josep Lluís Micó. (2019). Newsjacking posdigital : el secuestro de
noticias en la estrategia de comunicación (1st ed., pp. 55–75). Uoc.
[Link]
&pq-origsite=primo
David Meerman Scott. (2011). Newsjacking How to Inject Your Ideas into a
Breaking News Story and Generate Tons of Media Coverage (1st ed.).
Wiley.
Faster Capital . (2024). Brand storytelling: Cultural Relevance: Creating
Culturally Relevant Brand Stories - FasterCapital. FasterCapital.
[Link]
[Link]
Goret, A., & Lifvergren, E. (2022). Newsjacking and generation Z consumer
behavior Identifying patterns through a comparison with generation Y.
[Link]
Gruner, R. L. (2013, May 3). Newsjacking: a fad or the future for marketing?
The Conversation.
[Link]
g-13830
León, E.-A., & Andrés, A. (2023). La estrategia del newsjacking en la narrativa
publicitaria digital: Campaña contra el dengue del MINSA. [Link].
[Link]
Scott, D. M. (2022). The new rules of marketing & PR : how to use social
media, online video, mobile applications, blogs, news releases, and viral
marketing to reach buyers directly (6th ed., pp. 355–358). John Wiley &
Sons, Inc.
[Link]
&pq-origsite=primo
