Newsjacking: Teletext creates the perfect news environment

Records - thanks to real-time information

Big events make big waves and attract masses of visitors. This year on June 10, for example, when the European Championship, the election to the French National Assembly, the French Open and Formula 1 were running in parallel, 1.4 million users checked Teletext. Or on March 11 of this year, when 1.5 million people used Teletext to find out how the votes on 6-week vacations, fixed book prices and the construction of second homes turned out. Impressive figures, an impressive pool of new customers too - for advertisers who want to produce cutting-edge content and seize the opportunity.

At the pulse of the action

And the best way is to grab them by the topic itself. What PR strategists today refer to as "newsjacking" - the split-second reaction of companies or personalities to current events with in-depth facts via blog, tweet or media alert - has long been familiar to Teletext. If something big, exciting or unusual happens in the world, contextual information can be found on Teletext - in real time, of course. And Teletext has long since jumped on the mobile fast train: Information is also available on the Internet and for smartphones via the mobile platform or the Teletext app. In total, Teletext generates over 55 million contacts per month. And that means: advertising and information space par excellence.

Perfect timing - great response

Anyone who is present on Teletext with content on hot topics reaches an enormous frequency. Let's think about the price of oil: is it going up or down? How is the volatile political situation in the Middle East developing? Teletext provides impulses - and the appropriate trend reports and purchase recommendations from resourceful energy suppliers, for example in an info column. Or take the heat wave of the last few weeks, when the summer really heated us up again. Experts urge us to protect ourselves from the sun, recommend cooling drinks and take preventive measures against high ozone levels. Teletext creates the ideal environment for prevention information and tips, for example when buying sun cream. The association is perfect. Not to mention London 2012: 1.1 to 1.2 million people were constantly watching Teletext - not least during Nicola Spirig's dream performance. Strong figures from Biel surrounding a strong performance by the triathlete from Winkel ZH. What the Olympic experience shows in particular: There is no better and faster way to get your health tips, heart rate monitor or jogging shoes across to men and women. It's all a question of timing, the right message and the credible, thematic added value you have to offer. Newsjacking generates such a big response with little effort. "The Schnäller isch der Gschwinder": the competition for the most cleverly filled containers on Teletext is on.

Like a wildfire around the world

Speaking of which: the London firefighters, who are considered the inventors of Newsjacking 2.0, so to speak, already knew this. The story behind the story: Last summer, Kate Winslet was staying with Sir Richard Branson on his British Virgin Island. A fire broke out during the festivities. Kate Winslet rescued Richard Branson's elderly mother, which led to worldwide stories. However, there was not a single correspondent on site who could have provided pictures. So the London Fire Brigade (LFB) stepped in by inviting the actress to a training program for firefighters. The short story on the LFB website - cheap and quick - spread like wildfire. Worldwide.

Beat U. Schneider
Head of Marketing and Sales
SWISS TXT Swiss Teletext AG
www.swisstxt.ch