Marketing Communication Ink

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Great Example of Newsjacking, And It Started with Glow In the Dark Toilets!


Photo courtesy of Kohler Co.

Feb. 13, 2014 — KOHLER® has just introduced a product that you probably never envisioned — a toilet with glow-in-the-dark seat. It glows a soft neon blue for those midnight runs, when I guess you don’t feel like fully waking yourself up by flicking on the bathroom lights. (Of course, I always thought night lights solved that problem, but anyway ….)

The story has turned into a great newsjacking opportunity for the crack social media teams at Kohler, Charmin® and Crest®, as well as social media companies like @crowdly, @MediaStreetIrl and the National Hardware Show @IndustryEdgeNHS, who entered into a hilarious online social media conversation on Twitter involving glow-in-the-dark toilet paper, toothpaste, and more.

Not familiar with newsjacking?

Marketing and sales strategist, David Meerman Scott first introduced the concept – which he defines as “The process by which you inject your ideas or angles into breaking news, in real-time, in order to generate media coverage for yourself or your business.”

Think the 2013 Super Bowl® when the lights went out and OREO® tweeted that “You can still dunk in the dark.” That’s newsjacking.

Check out today’s conversation at @kohler. Then start thinking about how you can put newsjacking to use for your products and services.

Legal Notes

KOHLER is a registered trademark of Kohler Co. Corporation. Charmin and Crest are registered trademarks of The Procter & Gamble Company Corporation. OREO is a registered trademark of Mondelēz International group. Super Bowl is a registered trademark of the National Football League unincorporated association.


2 comments on “Great Example of Newsjacking, And It Started with Glow In the Dark Toilets!

  1. kathylinkedlightning
    February 13, 2014

    Love the headline! Grabbed my attention. I need to try newsjacking. It is a great way to be part of what’s trending.

    • Suzy Kedzierski
      February 13, 2014

      Thanks Kathy! David Meerman Scott is the expert on it – and I was so honored that he actually RT’d my blog today. BTW – beside his Newsjacking book, (which I’ve never actually read, but should), he just wrote a new book on how PR impacted the moon program. It’s titled “Marketing the Moon: The Selling of the Apollo Lunar Program.” Looks really interesting, and is on my list of things to get to! Never enough time.

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This entry was posted on February 13, 2014 by in Business, Marketing, Ripped From the Headlines and tagged , , , , .
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