matt higgins

At its worst, trendjacking is jumping on a crowded bandwagon. At best, when it’s well executed, it’s being part of the buzz of a viral moment. So, what is trendjacking? By definition it’s inserting your brand into a trend, but it wouldn’t be marketing if there weren’t a few slightly different takes.

Social Trends

Have you seen the “What were you like in the 90s?” trend on any of your socials? Me too. For a few days it was nonstop. And you’re welcome for now having “You’re the closest to Heaven that I’ll ever be . . . ” as an earworm for the rest of the day. Dozens of celebrities have had “Iris” by the Goo Goo Dolls playing over old photos. Not for every brand, but some brands this is a perfect opportunity for trendjacking. Examples would include McDonald’s and Taco Bell. These brands had distinct looks in the 90s so visually it will make sense. It works because people love nostalgia. So even though some people have sour grapes about change, almost everyone will love the trip down memory lane. The key is you have to be quick. You have to be in the mix, not bringing up the rear or worse trying to jump on a bandwagon that has already passed.

Topical

Another form of trendjacking is taking advantage of a moment or topic that’s trending. Remember when SpaceX and Blue Origin were battling back and forth? It was regularly a nightly news topic as the two private companies raced to prove who had the superior technology. Creating an advertisement or social post showing your unrelated product, such as a Pringles can, blasting past Falcon 9 and New Shepard is trendjacking. The key in moments like these is humor and not being afraid to laugh at yourself a little bit. Another topical trendjacking example is Mountain Dew temporarily changing its name to American Dew to celebrate America’s 250th anniversary.

Perfect Moments

Speaking of space travel, sometimes trendjacking moments just fall in your lap or float past your face. When NASA’s Artemis II circled the moon in 2026, it made worldwide news. On one of the live streams showing the inside of the capsule we got to see a jar of Nutella weightlessly glide across the camera. It was probably one of the best free product placements ever. Nutella wisely took full advantage with multiple social posts.

As Seen on TV

Trendjacking can also be used to describe when brands take advantage of popular TV shows or movies to use as inspiration for spoof content. While satire allows a lot of creative license for comedians, brands need to tread lightly so the best picks for this type of trendjacking are material that is visually unmistakable such as TV shows like Game of Thrones or movies like Barbie.

Whatever form of trendjacking you want to try, the most important aspect is to be on time. Also, make sure you understand the trend in question. Get it right. Last, humor is the safest bet. It doesn’t always have to be standup comic funny, but a lighthearted approach is the default for trendjacking.