Newsjacking is a term coined by author David Meerman Scott, and is defined as “the process by which you inject your ideas or angles into breaking news, in real-time, in order to generate media coverage for yourself or your business.” The idea is very simple, and used by Fortune 500 companies to average people simply looking to grab attention. In some situations, it can prove to be rather effective while in other situations, it can be a very sad attempt.
One great example that most comes to mind is popular snack brand Oreo during Super Bowl XLVII. If you tuned in, towards the beginning of the third quarter, there was a power outage at the New Orleans’ Superdome. It lasted for 34 minutes, and a faulty power relay was later found to be the culprit. While the power outage left football fans sitting in the dark so to speak, Oreo posted this brilliant tweet:
Power out? No problem. pic.twitter.com/dnQ7pOgC
— Oreo Cookie (@Oreo) February 4, 2013