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www.lawtoncommsgroup.com,[object Object],V1.0 June 2011,[object Object],Look mum I’m meme riding!,[object Object],Steve Sponder - Group Strategy Director – Lawton Communications Group ,[object Object],blog.stevesponder.com //  @stevesponder,[object Object]
News jacking is when brands contribute to something which has already captured people’s attention.,[object Object],Now don't get me wrong I'm right behind the activity in fact I blogged about it in my 2009 post about social currency. ,[object Object],However, I've been using a different term, meme riding. Personally I don't like the term news jacking, let me explain why.,[object Object]
First off it has connotations of hijacking which ,[object Object],is not the right mind-set to be in at all. ,[object Object],This is about joining a conversation, not hijacking it. ,[object Object],Would you attempt to hijack a conversation in a pub? No, of course you wouldn't.,[object Object]
Secondly, I don't think ‘news’ is broad enough. ,[object Object],A meme is an idea, activity or information that is ,[object Object],gaining attention, they are conversations which are growing and getting louder. ,[object Object],Can the news media be the springboard or the ,[object Object],platform that helps them grow? Sure but that ,[object Object],doesn’t mean we should call it news-jacking, ,[object Object],because these memes don't have to come via ,[object Object],the news media. ,[object Object]
I think the reason this label is being used is partly because this activity is related to an existing PR tactic, but this meme riding opportunity is quite different and a new label is useful in order to make this point.,[object Object],Some examples of meme riding…,[object Object]
T Mobile –  Flash Mob,[object Object],Riding off the back of the growing flash mob trend, T-Mobile staged a flash mob in Liverpool Street Station as part of their ‘Life’s worth sharing’ campaign.,[object Object],View Case Study Video,[object Object],Image source: sostav.ru,[object Object]
Converse –  Domaination,[object Object],This campaign uses search insights to inform which culturally relevant keywords to bid on. ,[object Object],Converse then create engaging content to capture peoples interest and imagination.,[object Object],View Case Study Video,[object Object]
Ann Summers –  PPC Campaign,[object Object],Ann Summers joined the conversation in their own unique way through-out 2010 by running a PPC campaign, bidding on high-traffic, topical keywords such as Election 2010, Snow 2010 and Budget 2010.,[object Object],View Case Study Video,[object Object]
B&Q –  PPC Campaign,[object Object],When searches for England wicketkeeper  Matt Prior increased on Google because he was reprimanded by ICC for smashing a dressing room window, B&Q took the opportunity to join the conversation.,[object Object]
Condomerie –  Bingo,[object Object],Condom specialist Condomeire rode the Chatroulette meme in their Bingo campaign. ,[object Object],View Case Study Video,[object Object]
Lionsgate– ‘The Last Exorcism’ Film,[object Object],Lionsgatealso rode the Chatroulette meme to advertise the release of their film ‘The Last Exorcism’.,[object Object],View Case Study Video,[object Object]
EA Games –  Jesus Shot,[object Object],Whilst playing Tiger Woods 08 a gamer was able to get Tiger to stand on top of a lake. After a video of this coding glitch started trending in YouTube, EA responded by staying there was no glitch and provided the video evidence that showed Tiger Woods walking on water.,[object Object],View Case Study Video,[object Object]
Blendtec –  Will It Blend?,[object Object],Blendtec creates videos of their founder Tom Dicksonblending gadgets. ,[object Object],They choose gadgets which have high profile launches and high levels of conversation around them. The blending of the iPad attracted over 10m views in YouTube.CaseStudy Video,[object Object]
www.lawtoncommsgroup.com,[object Object],V1.0 June 2011,[object Object],Look mum I’m meme riding!,[object Object],Steve Sponder - Group Strategy Director – Lawton Communications Group ,[object Object],blog.stevesponder.com //  @stevesponder,[object Object]

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Meme riding briefing v1.0

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