Newsjacking by definition, is the creative ability to insert your idea, message, pitch or value proposition into a current and trending news story.
Just recently, #TheDress overtook the internet pulling friends and families apart as they sat in 3 very distinct camps on the true colours of the dress. Hashtags #WhiteandGold #BlackandBlue and #BlueandGold were all the rage over Twitter and most other social networks. It was just a matter of time, and timing is everything, before someone jacked this piece to create one of their own and effectively they have. The South African branch of the Salvation Army are using #TheDress to make a worthy and powerful statement and stand on abuse against women.
So here we have it, a perfect example of newsjacking.
Image courtesy of Twitter Salvation Army @SalvationArmySA