While everyone was looking for a consumer brand to be the best example of newsjacking NFL Super Bowl XLVIII, the winner by far was none other than Hillary Clinton who brilliantly tweeted from @HillaryClinton It’s so much more fun to watch FOX when it’s someone else being blitzed & sacked! #SuperBowl
Gotta love the humor and subtle ribbing of going after FOX News, known for its conservative political positions. As of this writing, the tweet generated more than 50,000 retweets and 36,000 favorites.
Newsjacking the 2014 Super Bowl
Newsjacking is the art and science of how to inject your ideas into a breaking news story and generate tons of media coverage.
Most referenced the 2013 Super Bowl and the @Oreo tweet Power out? No problem. You can still dunk in the dark.
Therefore, many people were looking to @Oreo to see what they would do this year.
In what I think is an absolutely brilliant move, @Oreo just didn't show up with: Hey guys…enjoy the game tonight. We’re going dark. #OreoOut
@Oreo manages to generate attention by doing... nothing!
A final thought...
As I write this it's a little after 2:00 am on the USA East Coast, about five hours after the game concluded.
I'm quite amazed that my little idea of newsjacking has become "a thing". (I wrote the book on newsjacking which released in late 2011.) While I didn't coin the term, before my book the technique was unknown by that name with only a handful of references to it on Google.
I'm stunned with the fact that there were more than 100 news stories referencing newsjacking in the past few weeks.
I am convinced that anybody can identify a trend in their industry, define it, write about it, and then get recognized for it. You can do it too.
That being said, I have a question: Is me talking about newsjacking the Super Bowl an example of newsjacking my own idea? Hmmm... I'm not sure. A strange 2:00 am thought indeed!