Situational marketing: how to catch the hype on newsworthy events

Author of the article

Mykyta, marketing manager at VAU Agency

Hype is fuel for the media. Its task is to attract maximum attention. It can be provocative, social, informative. But hype is hype.

One of the ways to get a lot of hype is to respond quickly to news stories.

What does this look like in a real-life example?

SWALLOW'S NEST

After the first explosions in Crimea, brands began to “visit” Swallow's Nest.

It all started with Rozetka, which booked a place for itself. After that, they were joined by ATB, Aibox, Unian, Channel 24, Ukrposhta, Nova Poshta, Ukrzaliznytsia, Patrol Police and other brands.

LIBERATION OF KHERSON

This event was truly historic for all Ukrainians and brands. Logos with watermelons and tons of content have become its integral parts.

ANGELINA JOLIE IN LVIV

In early 2022, Angelina Jolie visited Lviv. This event in itself was unique, especially in such difficult times. But there was a guy who became a real meme.

#FREETHELEOPARDS

This flashmob was launched by celebrities to encourage our partners to donate German Leopard 2 tanks. Brands did not stand aside and supported it with rebranding and content.

BAIDEN IN KYIV

Old Joe has been everywhere during this short visit.

MONOBANK CARD SKINS

It has become a good tradition. Monobank issues skin cards for almost every significant event.

Such posts tend to generate more reactions and get higher shares due to their creativity and relevance.

Do you want a lot of coverage for free? Then keep an eye out for newsworthy events and respond to them in a timely manner!