Marketing Communications Ink

Putting Words, Images and Ideas to Work

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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