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Jim Wegs from Dieste: To Succeed in Newsjacking Brands Should Be Relevant, Timely, And Creative
Manuela Walfenzao| 28 de octubre de 2016
Jim Wegerbauer, Chief Idea Officer de Dieste
Jim Wegs, Chief Idea Officer at Dieste wrote about the use of newsjacking to boost brands conversations. In Provoke Weekly, he explained that idea of this strategy is to identify breaking stories and find a creative way to become a part of them. Wegs described some examples of successful newsjacking strategies. One was during the thirty-four-minute power outage at the 2013 Super Bowl, when Oreo decided to tweet out a hazily lit cookie with the following copy: Power Out? No Problem. You Can Still Dunk in the Dark. The initiative received 15,580 retweets and over 20,000 Facebook likes, and after that, according to Wegs: “Soon, it seemed that every brand was looking for ways to cleverly crash the cultural conversation.” Other recent successful case is Excedrin, that played out in the current presidential campaign. The headache pain relief pill came out on top with its #DebateHeadache relief tweets during the last Presidential debate, featuring an illustration of an upset couple watching TV. “The execution was simple: clever, concise copywriting with simple imagery” wrote Wegs. But not all brands have succeeded using the newsjacking strategy. That’s why Wegs makes several recommendations: “Be relevant, so your brand and message fit naturally and tastefully into the storyline; be timely, because too early or too late to the story will make you unnoticed; think critically and clearly, because real time decisions can lead to real big problems, and make sure not to fall into groupthink; and be creative, because new media works like old media, the better the message, the better the results.”
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