News Piracy , Newsjacking ( from the English . News - news, hijacking - hijacking) - the technology of using real events to promote or advertise a product or brand . One of the varieties of guerrilla marketing . The goal of newsjacking is to integrate the brand into news about significant events.
Content
History and Description
The term Newsjacking was first used in the 1970s to describe the theft of newspapers for resale to waste paper collectors. [one]
Newsjacking in the modern sense has introduced the widespread use of David Mirman Scott in the book Newsjacking: 2011 eMobi [2] ePub [3] . In his book, the author describes the technology of newsjacking, formulates the basic principles of the use of technology, considers successful and unsuccessful examples of its use. David Mirman connects the emergence of this type of partisan marketing with the development of new media and, in particular, with the popularization of the Internet , since newsjacking is impossible without real-time monitoring of news, as well as without the ability to instantly respond. [3]
Grant Hunter and John Beckhart's Newsjacking: The Urgent Genius of Real-time Advertising [4] reviews 100 successful newsjacking examples. The authors emphasize the fact that newsjacking has been successfully used by major brands.
In 2017, the word Newsjacking was included on the Oxford Dictionaries' Word of the Year 2017 shortlist. [5] In the description of the nomination it is written that in recent years, newsjacking has evolved from "experimental technology into one of the main tools in the arsenal of marketing departments" . [five]
In Russian marketing, the term Newsjacking is taken either to transliterate [6] or to translate as "news piracy." [7]
Examples
- In 2010, there was an accident at the San Jose mine , as a result of which 33 miners were immured at a depth of 700 meters. After 69 days, miners were able to pull to the surface. All of them, to protect their eyes from the sun, put on the glasses provided by Oakley . By applying newsjacking, the company managed to get advertising equivalent to the cost of $ 41 million at a price of 33 pairs of points. [eight]
- The Oreo brand used the news about the lights turning off at the stadium during the 2013 Super Bowl , posting on Twitter an image that says "You can still dunk in the dark" (you can dunk the cookies in the dark). [9]
- The TV channel Moscow 24 used the news about the Banksy picture destroyed during the auction to advertise the bracelets troika , reproducing the popular scene with a shredder . [ten]
Disadvantages
If news of natural cataclysms, military crises and deaths of famous people are used for newsjacking, the use of technology is detrimental to the brand. [eleven]
- The American Apparel apparel company, announced a 20% discount in the states hit by Hurricane Sandy , writing in an e-mail list: "If you are bored during a hurricane ..." (original. In case you are bored during the storm. ..). The company was widely criticized by the public, but did not apologize. [12]
- On September 11, 2013, the American telecommunications company AT & T used the 12-year anniversary of the tragic events in New York to promote its products by publishing an image of a telephone lifting the towers of the World Trade Center . Tweet also caused outrage among users. Subsequently, company representatives removed the publication and apologized. [13]
Notes
- ↑ newsjacking | Definition of newsjacking in English by Oxford Dictionaries . Oxford Dictionaries | English. The appeal date is November 6, 2018.
- ↑ David Meerman Scott. Newsjacking: - Mobipocket . - Hoboken, NJ: John Wiley & Sons Inc., 2011. - ISBN 9781118252307 .
- ↑ 1 2 David Meerman Scott. Newsjacking: - ePub . - Hoboken, NJ: John Wiley & Sons Inc., 2011. - ISBN 9781118252314 .
- ↑ Hunter, Grant ,. Newsjacking: The Urgent Genius of Real-time Advertising . - London. - 224 pages p. - ISBN 9780500516720 , 0500516723.
- ↑ 1 2 Word of the Year 2017: the shortlist | Oxford Dictionaries . Oxford Dictionaries | English. The appeal date is October 29, 2018.
- ↑ A practical guide on newsjacking for content marketers (Rus.) , Texterra - promotion and advertising on the Internet . The appeal date is October 29, 2018.
- ↑ Panphilov, Konstantin . News piracy: How to get into the media, grabbing at someone else's information guide - Offtop at vc.ru , vc.ru (January 26, 2015). The appeal date is October 29, 2018.
- ↑ Morgan, Nick . The Future of the Book: David Meerman Scott, Publishing, and Newsjacking (English) , Forbes . The appeal date is October 31, 2018.
- ↑ Oreo Cookie on Twitter (Rus.) , Twitter . The appeal date is October 31, 2018.
- ↑ [ https://www.instagram.com/p/BpJ-cviB7v5/?utm_source=ig_embed Moscow 24 on Instagram: “How do you like it, Banksy? Created by @Rodina_ideas_house ”] . Instagram. The appeal date is October 31, 2018.
- ↑ 5 Pitfalls to Avoid While Newsjacking (English) . The appeal date is November 6, 2018.
- ↑ Li, Anita . American Apparel Angers Twittersphere With 'Hurricane Sandy Sale' (English) , Mashable . The appeal date is November 6, 2018.
- ↑ Hayley Tsukayama. AT & T removes, apologizes for 9/11 tribute tweet . The Washington Post . The Washington Post (09/11/2013).
See also
- David Mirman Scott
- Guerrilla marketing