Etch a Sketch newsjacking opportunity falls in Ohio Arts lap

Here in the U.S., if you’re plugged into real-time news, you can't avoid hearing about the Etch a Sketch brouhaha.

An aide to Republican candidate Mitt Romney said in an interview that the candidate could reset his campaign after he wins the primary battle "like an Etch a Sketch."

The reference to the classic toy which is familiar to so many played into the narrative that Romney changes positions frequently to appeal to whoever he is talking to at that moment. In many ways it was a perfect story and journalists ran with it resulting in thousands of stories mentioning the toy. (See below for a Google News image of the thousands of stories).

The Etch a Sketch is produced by Ohio Art, a family-run business. The toy has sold more than 100 million units worldwide since its introduction in 1960. I had one when I was a kid and played with it a lot.

When the newsjacking opportunity falls in your lap

Sometimes, the Newsjacking gods shine on you and present an opportunity that is so perfect that you can't help but jump in. So how to do it to the most effect?

So far, Ohio Arts has done an excellent job with media relations but has missed a huge opportunity to create original content.

Get in front of journalists

At least three Ohio Arts executives are doing media interviews. They are using humor, which gets some wonderful quotes into stories like this one which I love from a Wall Street Journal piece Ohio Art's Etch A Sketch Shakes Up Political Debate:

One thing the Etch A Sketch won't do is pick sides in the campaign, Martin Killgallon, the company's marketing director said. "We have a left knob and a right knob," he said, "so we neutrally speak to both parties."

Product placement

The company sent boxes of Etch A Sketches to the campaigns because candidates including Rick Santorum and Newt Gingrich have been holding up the toy, generating tons of images in the media.

When yours is the product of the moment, particularly when it is such an awesome visual, you can generate ink just by having people hold it in front of cameras.

Missed content marketing opportunity

The only mistake the company is making is that they have not created any original content to take advantage of the sudden media interest.

There is no fun photo on the Ohio Art homepage, no press release in the media section, and nothing new on the company Ohio Art YouTube channel.

Comments

[Tony Faustino]

Great post David. Ohio Arts missed an opportunity to fully consolidate their newsjacking opportunity. Even a short YouTube video from their CEO or a top executive team member (similar to what Taylor Guitars CEO, Bob Taylor did during the United Breaks Guitars debacle), would have really sealed the deal.

[David Meerman Scott]

Tony - Yes. They did miss an opportunity.

[Jeff Ogden]

Great post on a missed marketing opportunity, David. When I spoke to you on our live interview, you shared the advice of real time PR, like the Gwenneth Paltrow fire. This Ohio Arts example shows what happens when you fail to capitalize - no website update, no Youtube video and no press release.

Joe Pulizzi wrote about this and alerted me to your post. Great thoughts here.

Jeff Ogden, President
Find New Customers
http://www.findnewcustomers.com
Host of Mad Marketing TV
http://blog.actonsoftware.com/category/mad-marketing-tv/

[Jose Palomino]

What a great slice-of-life post to remind us of some real-world business implications. I never considered these missed opportunities of Etch-a-Sketch, and it makes me wonder how many times we miss the chance to capitalize on our own opportunities -- whether it be in the news or in passing conversation. I wonder: how can we remain better aware of these opportunities before they pass us by? I honestly think one way is continuing to remain aware of other company’s PR successes and failures, and that means being consistent in reading blogs and the news. What other ways do you think we can remain “in the know” with our (unforeseen) marketing opportunities?

[David Meerman Scott]

Jeff -- Yes, it is strange that the company didn't do anything clever on their own site or YouTube channel.

Jose -- I think it is important to read a newspaper every day and a newsmagazine every week. I go to Google news with the filters turned off a few times a day. Serendipity is important.

[Aaron Strout]

This is a good post from Max. Thanks

[Sunshine Coast Bookkeeping Service]

Just recently heard about the term “newsjacking” and I find it imperative in this modern society. Upon reading the post, I realized how technology influences every sector of the community. I also agree to the significant role it plays to this year’s U.S. presidential elections.