Key Takeaways
- Timeliness is key: Success comes from tapping into ongoing global conversations (newsjacking).
- Humor and boldness get attention: A clever, slightly cheeky idea can cut through the noise.
- Visual elements matter: Physical props make a story more tangible and shareable for the media.
- Budget does not equal impact: Creative stunts can generate global coverage for a fraction of the cost of advertising.
From the Author's Case Archive (Case 3): For the complete narrative and strategy notes, see Appendix A.
This case study examines a creative activation by the Indian tea company TE-A-ME. The goal was to gain global attention for a relatively unknown brand.
The Idea
In 2016, during the high-intensity US presidential election, TE-A-ME offered to send a huge shipment of their calming Assam tea to a famously aggressive candidate. The message was simple: the tea would help him be more thoughtful and less angry.
The Execution
- The Stunt: Delivery of 6,000 tea bags to New York headquarters.
- The Video: A humorous video documenting the global journey of the tea.
- The Digital Hub: A portal for audience participation and messaging.
Campaign Video
Practitioner's Tip: The 'Visual Hook'
In the #TeaForTrump campaign, the giant box wasn't just a prop; it was the story. Without a strong visual centerpiece, a newsjacking stunt is just a press release. Always design for the 'Thumbnail'—what will make a journalist click?
Deep Dive: Study Articles & Case Studies
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Adweek: How an Indian Tea Brand Went Viral Newsjacking Trump
The industry's leading creative publication analyzes the viral mechanics of the #TeaForTrump campaign.
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HubSpot: The Art of Newsjacking
A strategic look at why tapping into current events works and the risks involved for brands.
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PRWeek: TE-A-ME Wins Big at Global PR Awards
A summary of the international recognition and business impact of the campaign.