"Momentjacking" is the New Holiday Promotion Street Fight

“Momentjacking” is the New Holiday Promotion

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You may have heard of “newsjacking.” It simply means that brands and influencers plan their social media posting and content around current events and consumer trends.  However, as the world (and social media feeds) move faster than ever before and people jump on a wide range of “fauxlidays” (contrived holidays meant mostly for marketing purposes), reality TV star stories, and a variety of other opportunities to tie into events, we at Street Fight have coined the phrase “momentjacking.”

Consider Taco Tuesday, which became the topic of a legal battle.

We all know the standard retail and restaurant opportunities, like the December festivities, Thanksgiving, Mother’s and Father’s Days, Super Bowl, summer vacations, and back-to-school season.

But now we have many media and pop culture moments to leverage. For example:

  • The release of Marvel movies, the launch of Barbie, and Taylor Swift’s tour led to events, promotions, product tie-ins, and more.
  • The upcoming Paris Olympics. TikTok even dispensed tips on how influencers and brands can take full advantage of this summer’s epic battles.
  • Human rights movements, like Pride Month. Target recently announced that it’s changing its strategy this year based on consumer feedback on previous campaigns and product offerings.

The last example is a cautionary lesson to brands contemplating a momentjacking.

  1. Make sure you REALLY understand the moment you’re celebrating or acknowledging, and ensure that people from the target consumer group are providing input to your business and creative strategies.
  2. Start early and plan fully integrated marketing efforts. If you have a MULO (multi-location) brand, seek input from your field managers and others who face off directly with consumers. Allow ample time for training and feedback.
  3. Ensure you understand which keywords and hashtags surround the moment and use them throughout your marketing to prompt consumer engagement.
  4. Promote your campaign to industry media to get optimal exposure.
  5. If you screw up and start getting negative feedback from your target market or prospects (or your campaign bombs), be quick to move and honest about your gaffe. Today’s media and special interest groups are quick to call out wrong-doers, so make sure you have a plan if that happens.

Looking for new and novel momentjacking  opportunities to promote your MULO brand? Full-year calendars of upcoming weird holidays are easily found online.

If you have the budget, create and own a proprietary holiday. Like Taco Tuesday (without the legal woes, we hope), it may catch on and become a new reason to sell to, feed, and celebrate consumers and add some “buzz” to your brand.

The moments in our lives are countless. Find the ones that work best for you and seize them (smartly)!

Nancy A Shenker, senior editor with Street Fight, is a former big brand (Citibank, Mastercard, Reed Exhibitions) marketing strategist and leader. She has been featured in Inc.com, the New York Times and Forbes.
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