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- Title
TREND JACKING: ALLOW OTHERS TO SHINE AND STAND IN THE RADIANCE OF THEIR GLORY!
- Authors
ŠTRACH, PAVEL
- Abstract
Trend jacking is a marketing strategy where brands capitalize on current events, trends, or popular topics to amplify their products or brand message. The success of trend jacking relies on the speed of reaction, relevance to the brand's message and values, and creativity in offering a unique angle. It can be manifested through social media posts, videos, or promotions. However, brands should be cautious not to overuse trend jacking, as most social media trends are ephemeral. Examples of successful trend jacking include Oreo's tweet during the 2013 Super Bowl power outage and Netflix's use of popular memes and social media trends. On the other hand, brands should avoid insensitive or controversial trend jacking, as seen in Pepsi's backlash for their "Live For Now" campaign during the Black Lives Matter movement.
- Subjects
RADIANCE
- Publication
Marketing Science & Inspirations, 2024, Vol 19, Issue 2, p58
- ISSN
1338-7944
- Publication type
Article