Under the Influence with Terry O'Reilly Newsjacking
10 snips
Jan 10, 2026 Explore the clever world of newsjacking, where brands capitalize on breaking news to create memorable ads. Discover how a ladder company humorously used a Louvre heist to make waves with their marketing. Hear about the British Geological Survey's brilliant take on Taylor Swift concerts and how Norwegian Airlines tapped into celebrity gossip for comedic ads. Learn the risks involved, especially when brands misfire, as shown by DiGiorgio Pizza's backlash. It's a fascinating look at timing and creativity in advertising!
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Newsjacking Multiplies Reach — If Timed Right
- Newsjacking is when a brand quickly links itself to a breaking story to gain attention without paid media.
- Timing and relevance multiply reach but increase risk of backlash if mishandled.
Louvre Ladder Sparks Viral PR
- Booker noticed the ladder used in the Louvre heist was their product and posted a tongue-in-cheek ad the next day.
- The post reached 1.7 million people and generated mostly positive reactions.
Swift Concerts Registered As Quakes
- The British Geological Survey mapped seismic spikes to specific Taylor Swift songs at three concerts.
- They identified the songs and reported the crowd-generated seismic energy, which went global.