This is something that interests me and I've experimented with, albeit with non spectacular results.
News Jacking for anyone that doesn't know is capitalising on a current story, adding your own spin or comments and feeding on the coat tails or riding the wave of the story. If successful, you can gain instant and huge exposure.
A lot of it seems to be the right place at the right time. Marketing Land has a good story and is peddling a book about news jacking which it also calls real time marketing, which is a good definition.
The best recent example we have had, was with Jans cartoon about the Scottish Referendum. I edited Jans post and came up with the title "New Scottish Border Crossing Rules" from the previous big debate title. It seemed a good fit for both sides of the argument, so tweeted it to both pro and against camps and watch the fireworks go 
A lot took it in good humour, but it also sparked controversy including accusations of the against camp creating scare stories... all from a cartoon?
But it generated a lot of social media traffic, a lot of traffic for the forum, and traffic for Jans website.
This raised Jans and the forums profile, giving us all exposure to a new audience, but can we attribute any commercial success to it? In this instance no.
So what is the point of newsjacking or realtime marketing? Can it be used for generating direct leads and sales, or is more for opportunistic brand promotion and exposure?
I'm always on the look out for opportunities and continue to experiment with different formats, but be interested to hear of other peoples thoughts or experiences.
Anyone had any experience of newsjacking/realtime marketing, good or bad?
Anybody thinking about using it?
