There are many ways that brands try to gain attention through social media, and some are more successful than others. I ran across an interesting campaign from CafePress, who has been very active in the digital space, including hosting fun campaigns for a new mascot. (Come on people. We all know their new mascot should be a panda…) For this campaign, though, they’re taking advantage of a great technique called “newsjacking.”
All you startups, listen up! Newsjacking, a term popularized by David Meerman Scott’s book of the same name, is where one can capitalize on the popularity of a news story to amplify sales and marketing. In this instance, CafePress has set their sights on a popular celebrity amidst her latest controversial antics.
Kentucky-native Miley Cyrus is, of course, the daughter of Billy Ray Cyrus, perhaps the worst country music singer to ever own a hit record. But Billy Ray has become a distant memory in recent months as Miley has spread her wings, for better or worse.
Now everyone has an opinion on Miley — even washed up singers who once burned a photo of the Pope on television.
So as Cyrus’ screws have loosened and she’s forgotten how to clothe herself — continuing to implode her life and career — a company based in her native Kentucky is stepping up with a virtual clothing drive of sorts.
Each week until her 21st birthday on Nov 23, CafePress will send Cyrus a new outfit — you know, shirt, shoes, pants — so that she has at least one outfit each day to fully clothe herself.
Oy gevalt! I guess as they say far too often in Kentucky: “God bless.”
What do you think of this new campaign from CafePress and the concept of newsjacking? Smart? Risky? Leave your comments below.