Carlsberg has a list of requirements for engaging on their social media. The content must elevate the brand and demonstrate its values, but on the premises of the platform. A large organic reach is a goal for all posts, particularly the posts of newsjacking right in the heat of the moment.
The unwritten rule of newsjacking is simple – keep it up-to-date and relevant to what is being commented on. There must also be humour and an original idea. You must never fall into the trap and clearly promote a product of the brand. People will see though that immediately and involvement will decrease. If newsjacking rules aren’t met, a post can backfire heavily.
Ireland was the hosting team when playing Denmark in the World Cup qualifications back in 2017. After a 0-0 result, Ireland had promising World Cup odds in the second game. Because of all the attention, the Irish department of Carlsberg bought an outdoor poster in Dublin cheering for the Irish: “Come on Ireland. Don’t tell the boss in Copenhagen”. So, we responded: “Really Ireland? (I’m bringing 3000 Vikings and a Lord)”. The fact that Denmark won 5-1 did not hype the post any less and influencer Anders Hemmingsen made it go even more viral by reposting it on his Instagram. Being up-to-date and relevant was a bold newsjacking move from Carlsberg – a very successful one.
The Danish response had an organic reach of 120,000 and there were more than 32,000 likes on Anders Hemmingsen’s repost. A valuable boost for the Carlsberg brand both nationally and internationally.