Holiday-jacking & brand-building the Google way – SCN Encourager

Tell me you wouldn’t be excited to skydive with Santa!

I am!

But only because I can’t get my Christmas list into his hands any other way.

So I was elated to see this pop up yesterday.

Screen Shot 2015-12-15 at 7.03.40 AMI hope this doesn’t make me look shallow – to admit that I quickly clicked on Santa’s parachute instead of proceeding to google on what I originally intended – but what can I say?

I’ll do whatever it takes to get MY preferred presents under the tree.

But it’d be nice if one of my Yuletime tactics actually worked, though.

The last time I successfully influenced a positive gift-receiving outcome for me in the Page family was back in 1987.

Click on me and look for "code boogie."

Click on me and look for “code boogie.”

Unlike me, Google executes a superb game plan.

It may not have the massive R & D budget of Facebook, but obviously it’s not lacking for ample creative brain power.

Google’s colorful “advent calendar” style activity site directly connects with the visuals and fun of the holiday season AND ALSO amplifies its own tech-leadership position in a hands-on, minds-on way.

It’s amazes me how Google can do this all of the time, whether it’s the Olympics, Dr. Martin Luther King, Jr. Day, or July 4th.

Its efforts are proof that appropriately “jacking” onto an upcoming well-known event or occasion is an incredibly effective PR tactic, especially if you can also reinforce your brand in some way.

As school communicators, we may not be able to do this every month like Google, but it’s definitely something do-able once awhile in a micro-site or special landing page linked to your main website.

Screen Shot 2015-12-15 at 2.39.09 PMI’m going to take my event-jacking kinda slow.

I’ve got to see if skydiving with Santa will yield the desired results first.

If not, I’m going to head over to Bath, Bath, and Beyond and see if I can “gift-jack” a couple of items I wanted for Christmas into my daughter’s bridal registry.

I hope this doesn’t make me look shallow – but I trust you’ll understand.

I’m just on a mission to see what works.

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