By Oreo's case in 2012 Super Bowl (http://www.youtube.com/watch?v=jw9RSXaTFhA) and what Oakley did for 33 Chileanin miners in 2010 (http://www.huffingtonpost.com/2010/10/13/chile-miners-rescue_n_761259.html), I would like to extend the definition of "Newsjacking". Today marketers often emphasize on "customized" messages in real-time marketing, but Newsjacking makes message back to be unified. It is highly relevant to what people are concerned about - news. If we say customized message focus on "consumer's personality", then Newsjacking would focus on "news' content". Consumers pay a lot of attention on news because the information is very important to them. Therefore, Newsjacking is supposed to be effective when people perceive and process the message with high involvement.
Traditional PR costs a lot of labors and money but usually leads great news coverage if brands can combine its products with events successfully. For example, Tide provided free laundry service in New Orleans after the invading of hurricane Katrina (http://www.youtube.com/watch?v=1K-yjsRFW9Y). Newsjacking is usually executed by digital marketing tools especially social media. M&M's updates its Facebook page with what is happening. It connects with news by different characters (candy shells). Because chocolate is not a kind of necessity likes detergents, M&M's usually adds some fun in newsjacks. In the opening of the World Series this year, M&M's characters had baseball hats and fans equipment to remind baseball fans the starting of the World Series. Also, it stated "baseball is better with M" to remind fans to carry M&M's while watching the games. (Luckily colors of the two teams were both "red" then M&M's did not need to figure out how to be fair. https://www.facebook.com/mms) Therefore, when fans focused on the World Series they would also spare a little attention on what M&M's said and join the discussion. Another example, Godiva produced special truffle pops with different party logos for the United States Presidential Election in 2012, then consumers could buy them to support their party. (I bet that Godiva did not reveal how many pops they produced for each party since it did not want to irritate any consumer. http://magazine.foxnews.com/at-home/products-your-election-night-party)
No mater how creative they were, the effects should always be examined. I tried to search for related news for the two examples of chocolate brands, unfortunately, I could not find out any news. I believe that's because there have been too many brands taking advantages by putting the idea of "competition" into their special products. So can we conclude that they failed? I would rather to think of the bright side. We may not see what has been better but we can see nothing has been worse. It is like that many people wonder why Coca Cola keeps advertising itself in Olympic Games while it has been a well-known brand. But it will just be weird if it stops advertising, also, it does not forget that Pepsi keeps doing the same thing.
Finally, I want to emphasize that Newsjacking is not the privileges of big brands. A small brand or even a small coffee shop can do the same thing to have fun with its customers and get feedback directly.
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