Porsche Gives Us A Lesson In Newsjacking

Porsche has taught me many things about marketing over the years, not to mention having me in their pocket as a lifetime lover of their cars. This year’s Le Mans provided us with yet another amazing race and while Audi ultimately took it home, Porsche stayed in the spotlight. While the two outfits are pretty much “brothers” so to speak, that doesn’t mean there is any less competition here or on any racetrack. With that being said, Porsche managed to whip up this video which congratulates Audi but which mostly talks about themselves.

This is a perfect example of newsjacking whether they intended it as such or not. This is a strategy we employ here at Luxury Branded quite a bit for our clients, and it’s something that can bring in a lot of social buzz, as well as the natural links that Google “loves” so much. For those not familiar with the term, the good people over at Hubspot define it best:

“Newsjacking refers to the practice of capitalizing on the popularity of a news story to amplify your sales and marketing success. Basically, news is breaking every second in this crazy world of ours, and there’s a point at which marketers have a unique opportunity to ride the popularity wave of a breaking story to benefit their business in some way.”

It definitely got the attention of many of the largest auto news sites and blogs around the web rather quickly, putting Porsche back in the spotlight this week. While Porsche will never need to do this for link building, they certainly like to keep the PR train steaming along regardless.

porsche congratulates audi le mans 2014
Image Source: Topsy

I would highly recommend studying up on this topic, and also getting yourself a copy of “Newsjacking: How to Inject your Ideas into a Breaking News Story and Generate Tons of Media Coverage” by David Meerman Scott on Amazon for under $10. The book is amazing, and because it’s short and concise, you’ll be off attempting your own newsjacking within a day or less.

If your company needs help with it, don’t hesitate to get in touch with us right here.

Ryan Clark
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Ryan Clark is celebrating 10 years consulting for luxury brands across the globe helping them reach UHNW individuals online and off. He specializes in luxury digital marketing, SEO, PR and luxury viral marketing. Connect with me to talk about your luxury marketing strategy and how our services can help you achieve more this year. I offer a luxury gaps audit to determine where you're falling flat and where I see you can improve in your marketing efforts.   To connect with him online you can follow on Twitter @LuxuryBranded, connect on LinkedIn Ryan R Clark and read his column on Luxe Getaways Magazine where he covers the world of luxury.