OASIS, BURGER KING or IKEA, each one as different as the other. And yet they all use the same marketing techniques, which have either been around for a long time or have only just emerged. Opportunistic marketing or newsjacking IS ONE OF THEM!
Opportunistic marketing is a practice that consists of bouncing off current events to create a very quick publicity stunt.
On the other hand, taking advantage of a current event or topic. Divert it and adapt it to one or more products to get noticed by the press or Internet users. By provoking a feeling of surprise, while respecting the timing of the publication to trigger the desired effect!
This practice, like others, can have remarkable advantages and disadvantages, on the brand as well as on its reputation in the market.
The question is: Why use this technique? Is it worth risking your reputation for a publicity stunt that creates buzz?
The answer is YES, opportunistic marketing has been shown to be one of the cheapest marketing strategies available, in terms of time, money, and energy, and potentially the most effective, and the source of which is endless.
Example of IKEA
IKEA is probably the best example to make this clearer. Recently, at a EURO 2020 conference, international footballer Cristiano Ronaldo removed two bottles of Coca-Cola from the view of the cameras, replacing them with bottles of water.
IKEA was quick to name one of its clear glass water bottles CRISTIANO. Accompanying the publication with the caption: “Drink water sustainably #EURO“.
The Swedish brand was able to ride the wave, exploiting current events. without resorting to promotional strategies, which would be 10 times more expensive, or spending an inordinate amount of time brainstorming to feed its social networks.
This communication move was really successful. IKEA was able to attract the attention of Internet users, while gaining visibility and notoriety, in no time.
As explained in the introduction, IKEA is not the only one to use this technique, there are many examples. In a future article, we will deal with the best and (worst) experiences of newsjacking.