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What Can You Learn From a Yellow Toy in Hong Kong? The Best Newsjacking Story in 2013

This year has seen many big news stories in Hong Kong, from Edward Snowden’s visit, the ongoing discussions about the Philippines’ reaction to the hostage incident, the free TV license dispute and concerns about the H7N9 bird flu. But the most discussed and shared news story was about a big, yellow plastic toy.

Source: Harbour City

Source: Harbour City

Rubber duck, a 16.5 meter-high art installation by Florentijn Hofman, was on display in the Victoria Harbour to bring joy and happiness to the city. The news coverage and discussions in the blogosphere already started before its arrival on May 2, 2013 and continued well after its departure on June 9, 2013.

It stole the limelight from the Mobile M+ exhibition that featured inflated art sculptures. Other events, such as the popular Cheung Chau Bun Festival, acknowledged the yellow toy with a special t-shirt that combined both.

Cheng Chau bun and rubberduck t-shirts

Source: Paper Wen Wei Po

The rubber duck’s popularity was partly linked to its messages of ‘joy and happiness’ and because it evokes childhood memories, but also partly because of its use in many rapid response opportunities.

During the bird’s visit, local restaurants added duck-based and -shaped dishes to their menus, bloggers shared recipes and Sina Weibo users discussed restaurants with the best ‘duck view’ and even duck-viewing tours were offered.

Source: Bee Crazy

Source: Bee Crazy

Newsjacking the duck

Several companies used the hype about the rubber duck to their advantage. They injected the yellow bird into their news stories to grab the interest of journalists, bloggers and the media, for example:

All those companies played the newsjacking game well: They quickly announced the news, kept it simple and straightforward, and ensured that the news was relevant (you can find those tips and others in our ‘Practical Guide to Newsjacking‘).

But the newsjacking might have gone a step too far: Shortly after the rubber duck arrived in Hong Kong, several imitation ducks sprung up in Chinese cities from Donggu to Xi’an, and even a golden chicken in Canton.

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