The Fashion Police may have pooh-poohed the designer duds of Grammy Award-winning and Oscar-nominated artist and producer Pharrell Williams, but the fast food chain Arby’s liked them just fine. In particular, the Mountie-looking hat that Pharrell wore and Arby’s mentioned in a series of tweets generated an astounding 80,000-and counting retweets and 50,000-plus favorites on Twitter. From a marketing perspective, Arby’s seized upon real-time engagement and the process of Newsjacking – injecting your brand into the day’s news – to score big. Martin Beck analyzed Arby’s social media effort and provided five key takeaways for those seeking a social media touchdown.
- Step up your cadence.
- Respond quick to build deeper relationships with new audience.
- Follow-up with similar content.
- Convert your new engaged audience to other channels.
- Target your new influencers.
Newsjacking is a useful instrument in the content marketing toolbox. Have you capitalized on a major news or entertainment event? Feel free to share your experiences in the comments section below. Following the link, watch the video for the song that turned a fashion faux pas (not too shabby, Arby’s later bought the hat for $40,000) into a social media coup, Pharrell Williams’ “Happy.”
Read the original article at Marketing Land.
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