Viral marketing campaigns: Newsjacking

Cases
140
Median Spread Score
41
Most started on
YouTube29%
First post to peak
3 days

By mechanic

All380Controversy154Newsjacking140Response chain110Transgression108Real-world spectacle75Pairing74Mystery & lore60Scarcity drop49Visible in use46Creator relay41Identity badge29Challenge26Maker origin18Underdog17Political adoption16Sell-out loop16Remixable template15Shareable output13Revival11Brand pile-on9Fandom mobilisation7Dupe economy6

McDonald's France: Olympic Curry

66
McDonald's France on Instagram: "Pour 4 ans minimum."

2.5B impressions

Daily Star’s Liz Truss Lettuce

63
LIVE: Can Liz Truss outlast a lettuce?

1.25B impressions

Just One Cornetto (ReMAXed)

62
Susan Boyle on Instagram: "#ad | Well… it Boyled over 🔥 I couldn’t keep you all waiting – Just One is yours. Two icons back for summer. The @cornettouki track you know and love, reMAXed with the…

4.6B impressions

Apple Three Minutes

58
An iPhone X-shot film about a train attendant’s brief Chinese New Year reunion with her son.

40M views

Anthropic (Claude): A Time and a Place

55
Ads are coming to AI. But not to Claude. Keep thinking.

8.3B impressions

Gap Linen Moves with Tyla and Jungle

54
Introducing #Linenmoves. @Jungle4eva’s worldwide hit “Back on 74” re-imagined with @Tyla. Featuring brand new choreography by @ShayLatukolan. Celebrating the moves that unite us. For individuals who…

100M impressions

e.l.f. Judge Beauty

53
In e.l.f we Trust | e.l.f Cosmetics Game Day Commercial 2024

105B impressions

Heineken: The Boring Phone

53
Heineken | The Boring Phone - HD Camera

8.9B impressions

Heinz: #FindTheKetchupBoatGuy

53
Heinz on Instagram: "To whoever finds this message, We need your help tracking down an amazing man with an amazing story. You may remember Elvis Francois as the brave sailor who survived on nothing…

3.7B impressions

Husqvarna: DOOM Mowers

53
HUSQVARNA x DOOM

3.8B impressions

Jake and the Kelces

53
In my red era with Mama MaAuto

2.6B impressions

LEGO Technic McLaren P1: The Ultimate Challenge

53
The Ultimate Challenge with Lando Norris | LEGO Technic

15B impressions

CeraVe: Michael CeraVe

53
Guys run to this pharmacy in BK, I just saw MICHAEL CERA signing bottles!! 😳😳😳I'm a #ceravepartner, and I'm asking @CeraVe what is going ON #nyc #fyp #celebritysighting

32B impressions

Burger King Whopper Neutrality

52
An in-store video stunt that charged more for faster Whoppers to explain net neutrality.

4.3B impressions

Heinz: Heinz Ketchup & Seemingly Ranch

52
Heinz on Instagram: "It’s a new Era for Heinz. Introducing Ketchup and Seemingly Ranch. Limited-edition bottles coming soon. #SeeminglyRanch #ItHasToBeHeinz"

4.7B impressions

Mastercard: Abracadabra: From Fan to Featured

52
Lady Gaga - “Abracadabra” Music Video Presented by Mastercard

1.4B impressions

Clash of Clans: Revenge

51
Clash of Clans: Revenge (Official Super Bowl TV Commercial)

Peaked at #1

Duo’s Ashton Hall Morning Routine

51
Rise and Grind. These Scores aren’t gonna raise themselves. IB: @Worthy Supps #duolingo #score #ashtonhall

45M views

Nike: The Switch

50
Nike’s body-swap football film starring Cristiano Ronaldo, directed by Ringan Ledwidge.

65M views

Orange: WoMen's Football

50
Vous avez aimé cette vidéo ? Et bien surprise surprise, c'est du football féminin. Regardez et attendez la 45e seconde : contre-pied parfait, allez les Bleues !

2B impressions

The Unburnable Book

50
The Unburnable Book: Margaret Atwood’s THE HANDMAID'S TALE

12B impressions

ASICS The Desk Break

48
ASICS | The Desk Break

2.3B impressions

Business Iceland: OutHorse Your Email

48
OutHorse Your Email to Iceland’s Horses

3.7B impressions

Emirates Burj Khalifa A380 flypast

48
See you at Dubai Expo | Emirates

17.5M views

Facebook Marketplace: Yes, Couch!

48
MOJO SUPERMARKET on Instagram: "Did we put the couch from Jeremy Allen White’s much-discussed photoshoot on Facebook Marketplace? Yes, chef. 👀 Link in Bio!!"

2.7B impressions

IKEA: Made from husband material

48
IKEA Australia on Instagram: "If you know, you know"

MGA Presents: Diss-mas

48
MGA PRESENTS: The Rizzler - DISS-MAS 🎁

545.7M impressions

Pete Davidson, Official Boyfriend of Reformation

48
Reformation on Instagram: "Pete Davidson, Official Boyfriend of Reformation. Written and directed by @_matthew_frost_"

11B impressions

adidas: Hey Jude

47
Full adidas reactive creative with an upside-down logo, Bellingham's boot and the Euro match ball.

593M impressions

Cetaphil Game Time Glow

47
#GameTimeGlow 💚 A New Sports Tradition for Dads & Daughters

5.7B impressions

CRED Antakshari

47
Me returning to home from college after a successful Mass Bunk :

Dave's Hot Chicken Drake birthday giveaway

47
Sora Has Lost Its App Store Crown to … Dave's Hot Chicken | Dave's Hot Chicken

Peaked at #1

Dove #BlackHairIsProfessional

47
Campaign portrait showing straightened hair on one side and natural hair on the other

1.2B impressions

Duo’s Great Resignation

47
Agency creative showing Duo’s Chinese resignation letter dated March 11, 2026.

108M impressions

Ford Capri: The Legend…Is Back

47
Miles Myerscough-Harris | Expired Film Club on Instagram: "Shooting 35mm film during the opening game of @EURO2024 at a German Bierkeller 🎞️🍻 the German fans went mad! Do you like the results?…

1B impressions

Penguins International: Protest March of the Penguins

47
PROTEST MARCH OF THE PENGUINS

1.1B impressions

Pepsi Kendall Jenner Jump In

47
Pepsi Commercial - SNL

385M impressions

Sweethearts Situationships

47
Sweethearts takes 'Situationships' to the next level

4B impressions

Aspercreme: The 58 Year Old Freshman

46
Aspercreme on Instagram: "You lose something when you age. The ability to give a damn about what anybody else thinks. @cillo.tom #NIL #Ad #AspercremePartner"

1.13B impressions

Gap Get Loose with Troye Sivan

46
Get loose. Now live. Free yourself from expectations. And dance outside the lines. Big jeans, for big moves — for everyone. Featuring @troyesivan and @cdkcompany. Choreographed and directed by…

50M impressions

Merge Mansion: Pedro Pascal

46
A Twisted Game, a mockumentary ad with Pedro Pascal as Detective Tim Rockford.

1B impressions

Norwich City and Samaritans: Check In on Those Around You

46
𝗔𝘁 𝘁𝗶𝗺𝗲𝘀, 𝗶𝘁 𝗰𝗮𝗻 𝗯𝗲 𝗼𝗯𝘃𝗶𝗼𝘂𝘀 𝘄𝗵𝗲𝗻 𝘀𝗼𝗺𝗲𝗼𝗻𝗲 𝗶𝘀 𝘀𝘁𝗿𝘂𝗴𝗴𝗹𝗶𝗻𝗴 𝘁𝗼 𝗰𝗼𝗽𝗲, 𝗯𝘂𝘁 𝘀𝗼𝗺𝗲𝘁𝗶𝗺𝗲𝘀 𝘁𝗵𝗲 𝘀𝗶𝗴𝗻𝘀 𝗮𝗿𝗲 𝗵𝗮𝗿𝗱𝗲𝗿 𝘁𝗼 𝘀𝗽𝗼𝘁. Check…

Adidas Backyard Legends

45
adidas Backyard Legends | The Greatest Football Story Ever Told

40M impressions

Gustaf Westman Baguette Holder

45
Gustaf Westman on Instagram: "Made a baguette holder for my Paris pop-pop! 🥖 3 RUE CUNIN-GRIDAINE, Saturday and sunday 11-19"

MoonPie Lol Ok

45
Lol ok

1B impressions

Nike: The Conductor

45
Kobe Bryant conducted rivals and fans singing an Otis Redding ballad rewritten as a farewell about hate.

7M views

Revolut Luís Figo: Hazlo por tu dinero

45
Revolut’s Figo billboard in Madrid, photographed in the executive’s launch post.

Durex: 18 Years. 2 Virgins.

44
Durex India on Instagram: "First times are always special! Who are you rooting for? #Durex #DurexIndia #Finals"

e.l.f. eyes.lips.face.sticky.

44
eyes.lips.face.sticky. | e.l.f. Cosmetics Game Day Commercial 2023

57B impressions

LEAD FROM BEHIND: Ryan Reynolds and Rob McElhenney

44
Rob & Ryan Lead From Behind

3.3B impressions

Samsung: UnCrush

44
Creativity cannot be crushed | Samsung

61M impressions

Like a Good Neighbaaa

44
State Farm's extended Super Bowl teaser in which Arnold Schwarzenegger says "neighbor" as "neighbaaa".

26B impressions

Unacademy Lesson No. 7

44
Eyes on the target and determination to break every barrier makes a champion! This International Day of Education, make a note to remember Lesson No 7 during tough times. #DhoniUnacademyFilm…

103M views

The Elections Edition

43
'النهار' و'إيمباكت. بي.بي.دي.أو' يحصدان الجائزة الكبرى في 'كان ليونز'… احتفاءً بالديموقراطية والإبداع!

Back Market: Hack Market

43
Back Market - Hack Market (ENG)

100M impressions

Dove Cost of Beauty

43
Social Media's Impact on Kids' Mental Health: A Dove Film

11.1B impressions

Duolingo at the Sweat Tour

43
duolingo birds at SWEAT

22M impressions

Ford Men's Only Edition Explorer

43
A spoof Explorer ad removed features credited to women and revealed a tribute for Women’s History Month.

39M impressions

NYX x Cardi B Duck Plump

43
A Cardi B lip gloss ad that ended with a mock news report about men misusing Duck Plump.

2M views

Revlon’s “Thanks girl” lip-liner reply

43
Thanks @HeatherRaeElMoussa! Don’t sleep on our #ColorStay Lip Liner. Comment below for a ski pants storytime 😈⛷️

8M views

Unisom: Don't Sleep on Saquon

43
Official Unisom SleepTabs product packaging.

1.9B impressions

Audi Andy Lau Xiaoman advertisement

42
Audi Secures Rights to Plagiarized Ad for Free

445M impressions

Dr. Squatch Nick Cannon Ball Insurance

42
Dr. Squatch on Instagram: "It’s official! I have the most valuable balls in the world! @drsquatch has insured them for $10M through their Ball-to-Ball Coverage. Visit http://drsquatch.com/balls to…

12B impressions

Miracle-Gro Full Bush Summer

42
It's a #FullBushSummer with @Miracle-Gro #ad

1.35B impressions

Visit Oslo: Is It Even a City?

42
Is it even a city?

8M views

Duolingo Super Bowl Buttception

41
Do your lesson, no buts.

800M impressions

IKEA Game of Throws

41
‘Night gathers, and now my watch begins…’ The loyal SKOLD rug – as worn by the IKEA Night’s Watch

778M impressions

IKEA’s Punch found-family campaign

41
IKEA India on Instagram: "The world loves you, Punch! 🐒🧡🦧 #がんばれパンチ #KeepGoingPunch"

55M impressions

Billy Goes to the River

41
A Cherokee hybrid ad in which a father and son freed Billy Bass before a bear and eagle attacked him.

800M impressions

Nike Air Max Shinjuku 3D billboard

41
＼📣放映開始／ AIR MAXの誕生35周年を記念して、 #クロス新宿ビジョン に巨大な #ナイキ の3Dシューズボックスが登場👟✨ 3月21日(月)より27日(日)までの放映です▶️

200M impressions

Cards Against Humanity Saves America

40
Cards Against Humanity Saves America

$2.3M revenue

I Buy My Own Batteries

40
Don’t settle for anything less than premium, and that includes your batteries too. #TeamAriana

6.7B impressions

IKEA x Chupa Chups meatball lollipop

40
IKEA UK on Instagram: "We heard you like Swedish candy 🍭 So here’s the sweetest mashup no one asked for, but everyone will want to taste!"

25M impressions

MapQuest's Lake Ontario stance

40
We’re not changing it.

Peaked at #1

Nissan ARIYA Lofi

40
Enjoy the Powerfully Peaceful ARIYA | Nissan USA

395M impressions

We Trust Leon

40
Porsche x Resident Evil Requiem: We Trust Leon.

3.9M views

Reiss Finance Bro Flash Mob

40
Stop looking. We’ve found them. #fyp #maninfinance #finance #leadenhallmarket #londontiktok #reiss @ultimateeventdancers @Billen Ted @Girl On Couch @itsadamlyons_

3M views

Usher for Skims Mens

40
Usher Calls Kim Kardashian “A Fairy God-A&R” and Talks New Skims Ad

CRED Director's Cut: David Warner and S. S. Rajamouli

39
Warner bros 😉 @ssrajamouli

3.4M impressions

Duolingo x NIKI: Backburner

39
Platform taps NIKI for Gen Z language campaign

58M impressions

Love Language

39
Love Language | Official Trailer | Peacock Original

1.1B impressions

Heinz Mustard: Heinz Mustard X Mustard

39
Heinz - Mustard X Mustard

2.1B impressions

IKEA x Severance

39
IKEA India on Instagram: "Innie or outie, everyone deserves privacy. #severance #severancetheories #severanceseason2 #IKEA"

21M impressions

Brad Pitt and George Russell: Mercedes-AMG Valet

38
The Drift of a Lifetime

Peloton: Such a Great App

38
We love all our Members...even those who observe interesting holidays #NationalNudeDay

400K views

The Ordinary's Ordinarily Priced Eggs

38
The Ordinary on Instagram: "We heard NYC needed eggs. 🥚 This weekend, you can get 12 ordinarily priced eggs at our stores for $3.37. No frills, just eggs. While supplies last. 📍 Nolita 26 Prince…

Pickle's Back

37
Megan Thee Stallion & Nickelback - Pickle’s Back [Official Music Video]

4M impressions

Dame’s Trump Tariff Surcharge

37
Yes, there’s a “Trump Tariff Surcharge” in our checkout. | Alexandra Fine

Vigil Aunty

37
Origin Story of Vigil Aunty | HDFC Bank | #StayVigil

PedidosYa: World Cup Delivery

37
Campaign vendor’s screenshot of the World Cup delivery tracker, with Lionel as courier.

26M impressions

Dove Men+Care: First Fatherhood Moments

36
Father’s Day for dads to be | Dove Men+Care

6.5M views

IKEA Throws in a Towel

36
IKEA UK on Instagram: "Introducing the new VINARN Towel Skirt A 2024 Spring fashion essential #TowelSkirt #IKEAUK #Fashion"

900M impressions

IKEA: U up?

36
Agency photograph of a phone showing IKEA’s u up? Instagram message.

4.5M impressions

Nike: LA Loves A Sequel

36
Opening credits frame from LA Loves a Sequel on producer Todd Piskin’s official portfolio

41M views

Uber Eats: Football is for Food

36
Football is for Food | Uber Eats

40M impressions

Lulumelon EOSS

35
Lulumelon Official on Instagram: "The biggest shopping extravaganza of the year is here! Get crazy daels on the latest trends and up your style with the Lulumelon End of Season Sale. Shop now!…

28M impressions

Nationwide x Zaya Jingle Challenge

34
Calling all high school teachers, school music groups, and bands: Zaya Campbell, the voice behind the viral Nationwide Jingle, is passing the mic! Share your version of the Nationwide jingle using…

6.5M views

Renault Twingo's Shakira Response

34
Pa tipos y tipas como tú. ¡Sube el volumen! #Renault #Twingo #claramente #joven #urbano #eléctrico #ágil #Icónico #compacto #travieso

Budweiser: Bring Home the Bud

33
New Day, New Tweet. Winning Country gets the Buds. Who will get them?

Heinz: Can't Unsee It

33
Marvel Studios’ Deadpool & Wolverine – Can’t Unsee It

1.58B impressions

KitKat: Windows Break

33
Time to have a break... KitKat® anyone? 🍫

3.8M views

CSAA Rickroll 2.0

32
InsurAAAnce & Rick Astley Never Gonna Give You Up

2.2B impressions

Getty Museum Challenge

32
We challenge you to recreate a work of art with objects (and people) in your home. 🥇 Choose your favorite artwork 🥈 Find three things lying around your house⠀ 🥉 Recreate the artwork with those…

3M impressions

IKEA Bookbook

32
IKEA Bookbook 2015 catalogue advertisement: the original touch interface. Contemporary campaign creative, preserved in a later creator portfolio.

12M views

RHB Lembaran Baharu (Forgiveness)

32
RHB Raya 2024 | Lembaran Baharu

232.9K impressions

7-Eleven: Always Open

31
Ja’Marr Chase on Instagram: "isjamarropen.com #7ElevenPartner”"

500M impressions

Addison Rae x Lucky Brand

31
Official launch imagery showing Addison Rae wearing the Ultra Low Rise Flare.

1B impressions

Batiste x Jen Affleck: Hair Redemption Arc

31
If you saw my hair before this… no you didn’t 😌 thanks @Batiste #batistepartner

20.3M views

Insta Novels

31
Phone screens showing the Alice, Yellow Wallpaper and Metamorphosis Insta Novels covers.

MAC “How To Tube Girl”

31
Tube Girl 🤝🏽 M.A.C Girl @maccosmetics #ad #MACstudioradiance

3.5M views

Manforce DOT AI

31
Manforce Condoms on Instagram: "Introducing the new era of pleasure and protection with the world’s first AI-powered condom - Manforce DOT AI. Coming Soon. #ManforceDotAI #TheFutureOfPleasure…

Oddly IKEA ASMR

31
“Oddly IKEA”: IKEA ASMR

88M impressions

Lana Del Rey for Skims Valentine’s Day

31
SKIMS on Instagram: "Our SKIMS Valentine: Lana Del Rey. Music’s queen of hearts opens our dedicated Valentine's Shop Tuesday, January 23 at 9AM PT / 12PM ET. @honeymoon wears the Velvet Lace Teddy…

Grab: No Sweat Summer

30
78K reactions · 17K shares | Anong El Niño-core set-up niyo? Fan, ice tubig, o basang bimpo, mas achieve ang #NoSweatSummer with Grab! 🔥 Order ng milktea from GrabFood, book a cool ride from…

Phexxi’s Unhinged Microfeminism Post

29
Original microfeminism prompt over a selfie of a person wearing sunglasses; image supplied by TikTok’s official embed.

12.9M views

The Originals Fake Collection

29
THE ORIGINALS FAKE COLLECTION | Entry

1.4M impressions

Chipotle Lid Flip

28
Chipotle on Instagram: "💯"

111K derivatives

Duolingo Bad Bunny 101

28
Duolingo on Instagram: "¡hola nueva yol! the S-panish Train is now approaching. stand clear of the closing doors. from now until jan. 29th, ride the S shuttle between Grand Central and Times Square…

219.5K views

Goop: The Diapér

28
goop on Instagram: "Meet The Diapér. Our new disposable diaper lined with virgin alpaca wool and fastened with amber gemstones, known for their ancient emotional-cleansing properties. Infused with a…

150M impressions

MAC x Rob Rausch: MAC Is at Sephora

28
M·A·C Cosmetics on Instagram: "MAC is officially at @sephora. @robert_rausch is going. See you there? 👀"

Vaseline Heritage Day 2025

28
vaselineza on Instagram: "From Mntana ka Gogo, to Senatla sa Mama. We all know that morning routine that gave us our original glow. In celebration of Heritage Day, we want to hear the phrase your…

10.8M impressions

Calm Ad Space of Silence

27
2024 Election - Calm Silent Ad

488.1K impressions

CRED’s Rejection with Gautam Gambhir

27
Rejection | ft. Gautam Gambhir | CRED

Currys Gen Z Script

27
The end 🤣🤣 #genz #genzlife #currys #tech #uk #fyp #viral

300M impressions

Full Steam Ahead with Francis Bourgeois

27
HIGHSNOBIETY on Instagram: "It’s full steam ahead for @gucci and @thenorthface as they take their second collaboration to the tracks with TikTok star and trainspotter @francis_bourgeois43.⁠ ⁠ With…

KitKat Iftar Bar

27
The Iftar Bar beside its red geometric packaging.

2M impressions

The Best Place in the World to Have Herpes

27
Make New Zealand The Best Place In The World To Have Herpes - An Introduction

22.4M impressions

OMHU: The Iconic Dupe

27
How a campaign about lookalikes became a lookalike contest

38.8M impressions

Binance #CryptoCelebAlert

26
Superstars ≠ crypto experts. Music artist @JBALVIN says “do your own research”. On 2.13 when big names try to give you crypto advice — 🚨 sound #CryptoCelebAlert and grab 1/2222 NFTs of basketball…

Denny’s Zoom-In Tweet

26
zoom in on the syrup

30M impressions

Julie: Your Friends with Benefits

26
Two women argued over the last box of Julie, comparing reasons they could not have a baby with their partners.

9.4M views

Popeyes: pope yes

26
Official Pope Yes campaign case board, showing the pun and reported reactions

SKIMS White Lotus Valentine’s Day campaign

25
Kim Kardashian on Instagram: "I watched White Lotus and had to have my girls! LAUNCHING JANUARY 26: THE @SKIMS VALENTINE’S DAY SHOP. It’s back and sexier than ever, starring breakout stars and…

4.6M views

Welcome to Featherstone

21
Featherstone University | Colorado Mesa University

18M impressions

Coinbase’s “Everything Is Fine” musical

19
If everything is fine, then don’t change anything at all. But when the financial system isn’t working for so many people in the UK, it needs to be updated.

4.3M impressions

Coors Light's Out

19
Looks like we got a new can design thanks to the best player in baseball. Thoughts?

1M impressions

Maura Higgins: Faithful to e.l.f.

18
e.l.f. Cosmetics on Instagram: "Faithful in the castle, faithful to my glam 💋 I TINK I won this one… @elfcosmetics"

Samsung Galaxy S5 Ice Bucket Challenge

18

4M views

Nicola Coughlan for Skims Soft Lounge

17
Nicola Coughlan wearing a white Soft Lounge slip dress amid flowers in the official campaign.

Sabrina Carpenter for Skims Spring 2024

15
Sabrina Carpenter on Instagram: "hellooo it’s sabrina your spring @skims girl 💞🍒🐣 Spring intimates drop 4.03 at skims.com"

1.7M impressions

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