IT’S A TRICK THAT’S AS OLD AS THE HILLS BUT ITS GAINING MOMENTUM IN THE DIGITAL AGE
At the top of the list this week in “new advertising gimmicks” is the idea that you can put your business on the map by aligning yourself with another, larger rocket to stardom.
The notion is that none of us can possibly pay enough to get our advertising up front, on top of all the competition, for longer than it takes someone to blink and scroll to the next thirty advertisements. We are therefore all consigned to a struggle for recognition that will never be achievable…unless…
You design your advertising to refer to a greater entity so that one of two things happens.
The piece, the display, the post or the advertisement contains something so compellingly popular that it becomes self- circulating because of its universal appeal. Think adorable pet pictures or unprecedented acts of kindness caught on camera.
And this – the second – is more complicated and potentially much more explosive. It involves creatively tying your advertising to a viral news piece or personal interest story. This process is threefold.
First the piece you are looking to tie to has to be both an overnight sensation and immediately current,
Second there has to be an artistically creative tie between your business advertisement and the news and
Third there must be a campaign built through blogs, twitter posts with hashtags, Facebook likes, Instagram, Pinterest, etc.,
It’s headline news now, this new/old gimmick for advertising but it’s viability as a course of action is questionable. I am all for it but whether or not that illusive combination of the right rocket and the right connection and the work to propel it all might be a little more elusive than is being conveyed.
For more on the subject see the recent post “5 Brand Marketing Efforts That Took Newsjacking to the Next Level” by Brint Klontz.
Image Source David Meerman Scott