At the Super Bowl last night, the power at the New Orleans Superdome went out for 35 minutes. It took just seconds for people to start talking about #BlackoutBowl and less than five minutes for brands to start Newsjacking the story.
Clearly, getting out quickly is key in such a situation. But as Benjamin said regarding a good effort that not many people saw from home improvement company Lowes, brands really need to put hashtags into their Tweets so people can find them. This real-time tweet"Hey dome operators at the 'Big Game', there are a few Lowe's nearby if you need some generators" was good, but only had a few hundred RTs because few people saw it.
This newsjack from Oreo succeeds because it was fast, its witty and fun, its non-controversial, and it ties back to the brand and its messages.
Newsjacking gets attention. Oreo spent many millions of dollars running television ads during the Super Bowl. But on a cost per view basis, newsjacking generated a much, much bigger ROI.