Short and sweet:
The practice of connecting brand content to a current trend, event, or conversation to gain relevance and attention.
A timely tactic that works best when the connection is natural, useful, and appropriate.
See also: Zeitgeist Marketing, Campaign, Brand Relevance
Trendjacking was on full display when Oreo tweeted “You can still dunk in the dark” during the 2013 Super Bowl blackout, turning a live technical glitch into one of the most celebrated ad-hoc marketing moments in social media history.
Duolingo has built an entire brand voice around jumping on internet trends, having its owl mascot react to viral memes and pop culture moments within hours on TikTok.
Wendy’s Twitter account regularly hops onto whatever meme format is circulating that week, folding its signature snark into the joke to keep the brand part of the conversation.
