Newsjacking: Definition + 16 Real Examples + Tips for SaaS

Uber’s Ad Campaign: “Thank You for Not Riding”

Uber’s “Thank You for Not Riding” ad campaign effectively utilized newsjacking by addressing the heightened public attention around social distancing and transportation during the COVID-19 pandemic. As ride-sharing faced a decline in usage due to lockdowns, Uber capitalized on the trend with a message that thanked users for staying home and not using their service. Uber turned a difficult scenario into a chance to bolster its brand, showcasing how timely and pertinent newsjacking boosts brand visibility and connects with a wide audience.

Oreo’s Famous “Blackout Ad”

Oreo’s “Blackout Ad” during the 2013 Super Bowl blackout is a prime example of successful newsjacking. When the lights went out in the stadium, Oreo seized the moment by quickly creating and tweeting a clever ad that read, “You still dunk in the dark.” The ad went viral, gaining widespread attention and praise for its creativity and relevance, demonstrating how swift and innovative newsjacking amplifies brand presence and creates a lasting impact.                                           

Budweiser Saves Its World Cup

Budweiser’s response to the 2022 FIFA World Cup’s beer ban is a textbook example of successful newsjacking. Faced with the sudden restriction of beer sales at the stadiums, Budweiser quickly pivoted by leveraging the news to create a clever campaign. The brand used the opportunity to turn a potential setback into a viral marketing moment, humorously acknowledging the ban while reinforcing its association with the World Cup. The quick, witty response not only captured public attention but also ensured that Budweiser remained at the forefront of the conversation, demonstrating how timely and creative engagement with trending news effectively boosts brand visibility and resonates with audiences.

Google’s Year in Search

Google’s “Year in Search” is a prime example of successful newsjacking, as it captures and capitalizes on the year’s most significant global trends and events. Each year, Google compiles and shares insights on the most-searched topics, reflecting what captivated public attention. Google effectively engages audiences, reinforces its role as an authoritative source of information and strengthens Google’s brand position as a central player in tracking and interpreting cultural moments, showcasing the power of aligning content with widely recognized and trending topics.

Wendy’s and McDonald’s

Wendy’s adeptly executed a newsjacking strategy by capitalizing on McDonald’s mishap with a promotional item, turning it into a clever marketing opportunity. When McDonald’s experienced a shortage of its popular items, Wendy’s seized the moment to tweet a witty response, promoting their menu items as superior alternatives. The campaign effectively harnessed the buzz around McDonald’s issues to enhance Wendy’s relevance and appeal, demonstrating how a well-timed reaction maximizes brand impact and consumer engagement.

Southwest and the Football Playoffs

Southwest Airlines skillfully leveraged the excitement around the 2019 NFL playoffs with a newsjacking campaign that capitalized on the frenzy of sports fans. As the playoffs progressed, Southwest tweeted about their low fares and travel deals using football-themed puns and references to key playoff moments and timely engagement with a trending event helped Southwest connect with sports enthusiasts, integrating its promotional message seamlessly with the playoff buzz. The campaign captured the attention of football fans and enhanced Southwest’s brand visibility by aligning with a highly relevant and widely discussed event.

Aviation Gin & the Controversial Peloton Ad

Aviation Gin masterfully capitalized on the controversy surrounding Peloton’s 2019 holiday ad, which was widely criticized for its portrayal of a woman receiving a Peloton bike as a gift. Aviation Gin quickly released a humorous ad featuring the same actress, seemingly in a lighthearted follow-up, where she enjoys drinks with friends. The ad, titled “The Gift That Doesn’t Give Back,” cleverly referenced the backlash without directly criticizing Peloton, positioning Aviation Gin as witty, responsive, and culturally aware.

Oreos and Area 51

Oreo brilliantly tapped into the viral “Area 51” raid craze in 2019, where people joked about storming the secretive military base to uncover alien secrets. The brand shared an image of an Oreo cookie with the text “OREO 51” and a playful caption, “Ready to storm Area 51? We’re coming too.” The light-hearted, relevant response showed Oreo’s ability to quickly align with trending internet culture while maintaining its brand’s quirky, fun persona. The clever post garnered massive engagement and reinforced Oreo’s connection with internet-savvy audiences, showcasing how timely newsjacking generates widespread attention.

Dunkin’ and the Blue and Gold Dress

Dunkin’ capitalized on the viral “blue and gold dress” debate in 2015 with a clever newsjacking campaign. As the internet was buzzing with opinions on whether the dress was blue and black or white and gold, Dunkin’ responded by posting an image of two frosted donuts, one in blue and black, and the other in white and gold, humorously captioned with “Doesn’t matter if it’s blue/black or white/gold, they still taste delicious.” The playful, timely response perfectly engaged the social media frenzy while cleverly promoting their product, boosting brand visibility, and generating significant online engagement.

Calm and the 2020 US Election

During the 2020 U.S. election, Calm, a meditation app, executed a brilliant newsjacking campaign. As election coverage unfolded and tensions rose, Calm offered viewers a way to “calm down” by sponsoring coverage on CNN with messages like “Take a deep breath.” The subtle, yet impactful association between election stress and Calm’s relaxation services allowed the brand to align with real-time emotions, leading to heightened visibility, engagement, and a positive association with stress relief.

Arby’s and Pharrell’s Hat (Grammy Awards 2014)

Arby’s clever newsjacking during the 2014 Grammy Awards, when Pharrell wore a hat resembling their logo, was a standout example of successful brand engagement. The fast-food chain quickly tweeted, “Hey @Pharrell, we have our hat back?” which instantly resonated with viewers watching the event. The interaction generated widespread attention, with both fans and Pharrell himself joining in, highlighting how a quick, well-placed comment led to massive engagement and media coverage.

Nike’s Response to Tiger Woods’ Comeback (Masters 2019)

Nike’s response to Tiger Woods’ 2019 Masters comeback exemplifies brilliant newsjacking. Immediately after Woods’ victory, Nike released a powerful ad celebrating his return to the pinnacle of golf, playing off his personal and professional struggles. The ad resonated emotionally with fans and underscored Nike’s long-standing association with Woods, reinforcing the brand’s loyalty and connection to him. Nike successfully aligned their brand with Woods’ triumphant narrative, turning a significant sports moment into a viral, brand-strengthening message.

the Als Ice Bucket Challenge (2014)

The ALS Ice Bucket Challenge in 2014 is a prime example of successful newsjacking that quickly went viral. What began as a grassroots social media campaign to raise awareness for ALS became a global phenomenon, with celebrities, influencers, and everyday users participating by dumping ice water over their heads and success lay in its ability to combine a charitable cause with an entertaining challenge, making it highly shareable and resulting in a surge of donations and awareness, positioning it as a classic newsjacking success.

The following image shows the Als Ice Bucket Challenge: