In marketing, hijacking refers to exploiting a current event or topic of conversation for promotional or advertising purposes. This term, which literally means “hijacking” or “appropriation” in English, encompasses various practices that can sometimes raise ethical or legal questions. It can manifest itself in different ways, some more controversial than others.

In marketing, hijacking can manifest itself in various ways. It can be a planned appropriation of an anticipated event, as is the case with newsjacking. At other times, it can result from a spontaneous reaction to an unexpected event or the active monitoring of emerging trends on social media.

Although the term is often associated with the digital realm and online platforms, hijacking can also involve offline actions. Practices such as [missing information] or [missing information] fall within the tradition of hijacking. Among the most common forms of hijacking are the use of hashtags, the hijacking of social media, and the opportunistic use of trending hashtags.

In short, hijacking in marketing is a strategy that seeks to capitalize on current events or trends to promote a brand or product. Its implementation can be complex and requires constant vigilance to identify opportunities and react appropriately in a constantly evolving digital landscape.