In recent years, many businesses, brands and corporates have been increasingly leveraging their marketing success off breaking news stories – a process known as “newsjacking”.

Newsjacking; “the process by which you inject your ideas or angles into breaking news, in real time, in order to generate media coverage for yourself of your business”

David Meerman Scott author of Newsjacking

Newsjacking is a powerful, innovative marketing strategy that, when used effectively, generates publicity, raises awareness and promotes engagement with your brand.

Popularised by David Meerman Scott in his book Newsjacking, it allows marketers to build local, national and even international visibility for their brands, even if the company they represent is small.

Here are some great examples of when newsjacking was done right!

ANZ Bank

During Sydney’s Gay and Lesbian Mardi Gras in January this year, ANZ decided to create their own GAYTM (gay ATM) campaign with the #GAYTM going viral very quickly. This was a great example of how to newsjack properly as it promoted the brand’s values in a fun and interactive way.


To celebrate the All Blacks undefeated season in 2013, the brand decided to change the URL to – with each ‘W’ signifying an All Blacks win. Within minutes of their final victory, the new URL was posted on Facebook, Twitter and as a major news story on the All Blacks website generating high levels of engagement and brand love for Adidas. This saw a:

  • 90% engagement in first 12 hours of posting
  • Reached over 2.3m fans in a single day
  • Most shared branded content on the All Blacks Facebook page
  • Most retweeted brand tweet on @allblacks Twitter page
  • Facebook Engagement rate of 14%

Free Crocodile Insurance

When President Obama visited Australia in 2011, a local insurance company gifted him with free crocodile insurance during his stay. They got 4,969 mainstream media stories written about their gift and their company, and it didn’t cost them a dime.

How can you get started?

  • Use your blog to give comment on current affair
  • Jump on a twitter # and spin it to suit you
  • Comment in real time via social
  • Hold live webinars, virtual conferences or group chats
  • Contact journalists writing about this right now!

The do’s and don’ts of Newsjacking

While these are all great examples, there are instances you need to can get caught out. Follow this simple checklist to make sure you get it right every time!

For your complete guide on newsjacking, be sure to watch Meltwater’s latest webinar here!