Paper Napkin Wisdom - Podcast And Blog For Entrepreneurs, Leaders And Difference-makers

The date was February 4, 2013. The Baltimore Ravens and the San Francisco 49ers were going head to head in Super Bowl XLVII. Suddenly, in the third quarter, there was a power outage. For thirty-four minutes, spectators across the globe were held captive by this unprecedented technical difficulty. Then, cookie brand Oreo tweeted “Power out? No Problem, you can still dunk in the dark” with a starkly lit image of an Oreo. Even if you didn’t watch the Super Bowl, chances are you heard about this story, as it was covered by hundreds of major media outlets. Today’s Paper Napkin Wisdom guest and marketing maven, Dave Meerman Scott, has pioneered this concept, known as newsjacking. According to Dave, newsjacking is the art and science of injecting your messages into a breaking news story. “To grow your business, align your marketing to the news of the day. Timing is key,” he remarks, “Very few companies are agile enough to do real time marketing.” For many marketing departments, their marketing is very proactive. Whi