jimbo2012
02-11-2013, 07:11 AM
Did you see that display of quick thinking and engaging brand advertising?
Even if you weren't one of the 108.4 million Americans who tuned into the Super Bowl XLVII this past Sunday, you may have heard about the stadium blackout which halted the game for 34 minutes - and thus provided an excellent opportunity for brands to exercise newsjacking. "Newsjacking" is a term coined by David Meerman Scoot that is used to describe the process of generating coverage for your brand by putting out a real time response to breaking news.
Brands used the blackout to craft quick social media messages which not only generated user interaction with their brand but also created quite a buzz without the $4 million price tag of a 30 second ad spot. Oreo for example posted the tweet "Power out? No Problem." with a link to a photo captioned "You can still dunk in the dark" which was retweeted 10,000 times within an hour. Tide, Walgreens, and Audi were among some other brands that were quick to take advantage of the blackout as a marketing opportunity.
Even if you weren't one of the 108.4 million Americans who tuned into the Super Bowl XLVII this past Sunday, you may have heard about the stadium blackout which halted the game for 34 minutes - and thus provided an excellent opportunity for brands to exercise newsjacking. "Newsjacking" is a term coined by David Meerman Scoot that is used to describe the process of generating coverage for your brand by putting out a real time response to breaking news.
Brands used the blackout to craft quick social media messages which not only generated user interaction with their brand but also created quite a buzz without the $4 million price tag of a 30 second ad spot. Oreo for example posted the tweet "Power out? No Problem." with a link to a photo captioned "You can still dunk in the dark" which was retweeted 10,000 times within an hour. Tide, Walgreens, and Audi were among some other brands that were quick to take advantage of the blackout as a marketing opportunity.