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Newsjacking: what it is and how to do it well
Robert J. Angell, Matthew Gorton, Juliet Memery, and John White
Introduction
In early 2009, around the same time that 44th President of the United States of America, Barack Obama, took his seat in the Oval Office for the first time, women’s cosmetic brand, Veet, ran an advertising campaign with the tagline “Goodbye Bush.” When the Duchess of Cambridge gave birth to Prince George in 2013, Johnson & Johnson posted a picture of a baby in the bath with hair washed into the shape of a crown. Likewise, confectionary brand, Oreo, ran a promotion with the tagline: “long live the crème.”
All of these examples have a common thread—a similar DNA: (i) they are all household brands; ...
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