Newsjacking : Definition, examples, and best practices

Published : 08/19/2026 16:58:24 Updated : 07/15/2026 10:58:50 The Media Buying Academy : Basics to get started

Lise Dumonteil

Pôle Marketing

Article summary: Newsjacking

💡 What newsjacking is

Newsjacking consists of piggybacking on a hot breaking news story to associate it with your brand and capture the attention it generates.
The term comes from "news" and "hijacking". The concept was popularized by David Meerman Scott in 2011.
Unlike wait marketing, which anticipates a planned event, newsjacking takes place in real time, within a window of a few hours.

📊 Why it works

You benefit from an audience already engaged by the news story, without having to purchase that attention.
A successful move can offer visibility equivalent to a multi-million dollar campaign, like Oreo during the 2013 Super Bowl.
It builds brand awareness, likeability, and engagement.

🎯 The golden rule

Speed and relevance: an angle that aligns with your brand, published before the news cools down.
Avoid sensitive topics (politics, tragedies, disasters) and verify your e-reputation risk.
A poorly executed newsjacking immediately triggers a bad buzz.

On February 3, 2013, a power outage plunged the Super Bowl stadium into darkness. In less than ten minutes, Oreo published a sleek visual on social networks: a cookie against a dark background with the line "You can still dunk in the dark." The result was a global buzz and visibility worthy of a multi-million dollar spot. That is newsjacking done right.

The promise is enticing: capture massive attention for free by jumping into a conversation that has already started. But this exercise is a double-edged sword. Well played, it establishes your brand. Missed, it sticks you with a bad buzz within a few hours.

We will define newsjacking, distinguish it from wait marketing, show examples that worked, detail the method, and list the pitfalls to avoid.

Newsjacking: definition

⚡ Newsjacking This technique consists of seizing a current news story to associate it with your message, product, or brand image, in order to benefit from the media attention it generates. Literally, it involves hijacking a piece of news to fit naturally into the public conversation.

The term blends "news" and "hijacking." It was popularized by David Meerman Scott, a marketing and public relations expert, in a book published in 2011. The idea is not new, but social networks have given it unprecedented power: any brand can now react live, without passing through traditional media channels.

🎯 The objective is threefold: increase brand awareness, strengthen likeability, and generate engagement. Sometimes, it can even drive a quick boost in sales.

>>> Amplify your media stunts on social networks with Adintime

Newsjacking or wait marketing?

Both play on current events, but not in the same way.

⏳ Wait Marketing Anticipates a long-planned event: a seasonal holiday, a major competition, or an awaited release. You have the time to prepare your move.

⚡ Newsjacking Reacts to the unexpected: a live power outage, a surprising statement, or a sudden cold snap. It plays out in real time, within a narrow window. This is what makes it both riskier and more spectacular when it works.

The two approaches complement each other in a clever editorial calendar: the predictable events you prepare for, and the unexpected moments you catch on the fly.

>>> Learn more about wait marketing

Why newsjacking works?

The mechanism is simple: current news already mobilizes the attention of a large audience. By grafting yourself onto it, you capture a share of this attention without paying to generate it. It is a shortcut to visibility, provided you arrive at the right time.

The windfall effect is real. A well-targeted reaction, published at the peak of the event, can generate coverage equivalent to an expensive campaign.

There is also an image benefit. A brand that reacts with relevance and humor appears sharp, present, and in tune with its time. It shows that there are real people behind the logo.

Three examples that worked

1. Oreo, Super Bowl 2013

The textbook case. Perfect timing, a funny message directly tied to the blackout, a visual consistent with the brand, and execution in just a few minutes thanks to a dedicated, ready team.

2. Le Slip Français, cold snaps

During winter weather alerts, the brand hijacked weather reports in a few hours to showcase its underwear made in France. Humor, warmth, and patriotism: a viral approach perfectly aligned with its DNA.

3. SNCF Réseau, 2023 storm

During a storm, the company published an educational graphic about clearing fallen trees, matching the dramatic tone of rolling news channels. A clever way to explain delays while riding the current news wave.

The common denominator of these three successes: a clear link to the brand, a tone faithful to its identity, and a swift reaction. None of them forced it.

The method for success

Newsjacking looks spontaneous, but it relies on organization. Four key principles.

Set up a monitoring system Alerts, trends, benchmark media, and social listening. You can only seize a story if you spot it in time.

Be fast, but not rushed The window is measured in hours, sometimes minutes. But speed does not mean recklessness: always verify your sources before reacting. Relaying fake news just to be in the loop is the best way to lose credibility.

Bring a unique angle Do not do what everyone else is doing. Rely on your tone, your perspective, and your expertise. A copy-paste of what other brands are saying brings zero value.

Create a bridge to your business A good newsjacking links current events to your universe in a natural way. If the connection is far-fetched, it is better to pass. Once the content is created, amplify it on your social channels while the topic is hot, potentially boosting it slightly to broaden its reach.

Pitfalls and bad buzz

Here is the part you cannot afford to ignore, because a failed newsjacking does more damage than staying silent.

Certain topics must be ruled out entirely: politics, religion, war, tragedies, and disasters. Using them to promote a product comes across as cynical. Others, like health or parenting, can work provided they are handled with great finesse.

Bad buzz often stems from a blind spot. The Tim Hortons example is telling: the chain wanted to joke about a royal couple moving to Canada by promising free coffee for life.

The tweet seemed friendly, but internet users took the opportunity to call out the brand's low wages. The company had poorly evaluated its own e-reputation.

The lesson: before jumping in, make sure nothing in your own history can backfire on you. If in doubt about the tone, test the message on a small audience before distributing it widely. And remember that good newsjacking always stays aligned with your values, never the opposite.

Summary table

👍 Dos	👎 Don'ts
React quickly, within the breaking news window	Publish too late, when the topic has cooled down
Verify your sources	Relay unverified information
Bring a unique angle specific to your brand	Copy what everyone else is doing
Stick to light and relevant topics	Exploit a tragedy or sensitive subject

Get people talking about your brand at the right time

Newsjacking rewards reactive and well-prepared brands. A successful move costs almost nothing and can yield significant returns, provided you have the right reflexes and distribution channels.

With Adintime, you can amplify your content on social networks and beyond to give reach to your best media stunts, without intermediaries and in just a few clicks.

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FAQ: everything to know about newsjacking

What is newsjacking?

A marketing technique that involves piggybacking on a current news story to associate your brand with it and benefit from the attention it generates. The term comes from "news" and "hijacking", and was popularized by David Meerman Scott in 2011.

What is the difference with wait marketing?

Wait marketing anticipates a planned event (holiday, competition, season). Newsjacking reacts to the unexpected, in real time, within a window of a few hours. One is prepared in advance, the other is caught on the fly.

What is an example of successful newsjacking?

Oreo during the 2013 Super Bowl: during a power outage, the brand published "You can still dunk in the dark" within minutes, generating global buzz. In France, Le Slip Français and SNCF Réseau pulled off similar successful moves.

How do you avoid a bad buzz?

Avoid sensitive topics (politics, tragedies, disasters), verify your sources and your e-reputation before reacting, bring an angle aligned with your values, and test the message on a small audience if necessary.

What tools are used for newsjacking?

A solid monitoring system: news alerts, trend tracking tools, and social media listening. The essential part is spotting the news early enough to react within the right window.