--- title: Well-played Nokia UK Newsjacking of Apple iPhone announcement image: https://www.davidmeermanscott.com/hs-fs/file-1604470111-jpg/blog-files/6a00d83451f23a69e2019aff514426970d-320wi.jpg --- [Skip to main content](https://www.davidmeermanscott.com/blog/2013/09/well-played-nokia-uk-newsjacking-of-apple-iphone-announcement.html#maincontent) [ «  View All Posts ](https://www.davidmeermanscott.com/blog) # Well-played Nokia UK Newsjacking of Apple iPhone announcement September 11th, 2013 1 min read By [David Meerman Scott](https://www.davidmeermanscott.com/blog/author/david-meerman-scott) ![](https://www.davidmeermanscott.com/hs-fs/file-1604470111-jpg/blog-files/6a00d83451f23a69e2019aff514426970d-320wi.jpg?width=320&height=295&name=6a00d83451f23a69e2019aff514426970d-320wi.jpg) [![Nokia UK tweet](https://www.davidmeermanscott.com/hs-fs/file-1604470111-jpg/blog-files/6a00d83451f23a69e2019aff514426970d-320wi.jpg "Nokia UK tweet")](http://freshspot.typepad.com/.a/6a00d83451f23a69e2019aff514426970d-popup)Nokia UK [tweeted](https://twitter.com/nokia_uk/status/377483408043036672/photo/1) a fun image during the Apple announcement of the new iPhone offerings yesterday. This is a great example of newsjacking and as of this writing it has been retweeted nearly 30,000 times. Not bad for a small effort from [@Nokia_UK](https://twitter.com/nokia_uk), an organization with just 41,000 Twitter followers. This likely took little time and no money. [Newsjacking](https://www.newsjacking.com/) is the art of injecting your ideas into a breaking news story and generating tons of attention. **When you know the news is coming** Like the now famous [Oreo Super Bowl example of newsjacking](https://www.webinknow.com/2013/02/oreo-wins-the-super-bowl-newsjacking-game.html), this Nokia UK example is one where the company knew that the news was coming. The Oreo team was prepared for something to happen at the Super Bowl. They weren’t sure what, of course, but their in-house and agency people were ready for action and when they power went out they acted. Fast. Nokia UK was prepared for the [Apple iPhone announcement](http://www.businessweek.com/articles/2013-09-10/the-new-iphone-live-from-apple-headquarters) timing, had their image ready, and then pushed the button at the right time. While these examples where a company is prepared are certainly interesting, my favorite are those where the news is completely unexpected. Like [Newsjacking a naked Prince Harry](https://www.webinknow.com/2012/08/newsjacking-a-naked-prince-harry.html). Thanks to [Nick Allen](https://twitter.com/NickWAllen) for alerting us to this Nokia UK example. [![Nokia UK image](https://www.davidmeermanscott.com/hs-fs/file-1604470126-jpg/blog-files/6a00d83451f23a69e2019aff51447b970d-800wi.jpg "Nokia UK image")](http://freshspot.typepad.com/.a/6a00d83451f23a69e2019aff51447b970d-pi) [ David Meerman Scott ](https://www.davidmeermanscott.com/blog/author/david-meerman-scott) David Meerman Scott is a business growth strategist, advisor to clever entrepreneurs who are building emerging companies, and the international bestselling author of a dozen books published in 30 languages. David’s high-energy keynote presentations, masterclasses, and virtual events educate, energize, and inspire. Connect: [mailto:david@freshspot.com](mailto:david@freshspot.com) Topics: [ Social Media ](https://www.davidmeermanscott.com/blog/topic/social-media) [ Viral Marketing ](https://www.davidmeermanscott.com/blog/topic/viral-marketing) [ Twitter ](https://www.davidmeermanscott.com/blog/topic/twitter) [ Case Studies ](https://www.davidmeermanscott.com/blog/topic/case-studies) [ Marketing ](https://www.davidmeermanscott.com/blog/topic/marketing) [ Newsjacking ](https://www.davidmeermanscott.com/blog/topic/newsjacking) [ Advertising ](https://www.davidmeermanscott.com/blog/topic/advertising) [ Best Practices ](https://www.davidmeermanscott.com/blog/topic/best-practices) Don't forget to share this post: ## Related Articles [![](https://www.davidmeermanscott.com/hs-fs/hubfs/Artemis%20earthset.jpg?width=5568&height=3712&name=Artemis%20earthset.jpg) ### Nasa’s Artemis II Lunar Mission: A PR Triumph for the USA April 11th, 2026|1 min read ](https://www.davidmeermanscott.com/blog/nasas-artemis-ii-lunar-mission-a-pr-triumph-for-the-usa) [![](https://www.davidmeermanscott.com/hs-fs/hubfs/Moltbook.jpg?width=1536&height=1024&name=Moltbook.jpg) ### Moltbook: A Social Network for AI Agents Where Humans Can Only Watch February 3rd, 2026|1 min read ](https://www.davidmeermanscott.com/blog/moltbook-a-social-network-for-ai-agents-where-humans-can-only-watch) [![](https://www.davidmeermanscott.com/hs-fs/hubfs/Screenshot%202025-10-29%20at%2010.27.19%20AM.png?width=835&height=466&name=Screenshot%202025-10-29%20at%2010.27.19%20AM.png) ### Don’t Fly Wizzness Class Video from Dave Carroll October 29th, 2025|1 min read ](https://www.davidmeermanscott.com/blog/dont-fly-wizzness-class-video-from-dave-carroll) [![](https://www.davidmeermanscott.com/hs-fs/hubfs/Chef%20Todd%20Edwards.jpg?width=1500&height=1010&name=Chef%20Todd%20Edwards.jpg) ### Pulling Back the Curtain to Show What Happens Behind-the-Scenes October 15th, 2025|1 min read ](https://www.davidmeermanscott.com/blog/pulling-back-the-curtain-to-show-what-happens-behind-the-scenes) [![](https://www.davidmeermanscott.com/hs-fs/hubfs/DMS%20BM%20hybrid%202004.jpg?width=1432&height=966&name=DMS%20BM%20hybrid%202004.jpg) ### The Fandom Playbook: My New Book and Companion AI Chatbot September 24th, 2025|1 min read ](https://www.davidmeermanscott.com/blog/the-fandom-playbook-my-new-book-and-companion-ai-chatbot) [![](https://www.davidmeermanscott.com/hs-fs/hubfs/Stefano%20Paciotti.jpg?width=1500&height=1084&name=Stefano%20Paciotti.jpg) ### The Ham Whisperer of Rome: How Stefano’s Honest Videos Won the World’s Heart June 24th, 2025|1 min read ](https://www.davidmeermanscott.com/blog/the-ham-whisperer-of-rome-how-stefanos-honest-videos-won-the-worlds-heart) [![](https://www.davidmeermanscott.com/hs-fs/hubfs/LinkedIn%20comments.jpg?width=1114&height=737&name=LinkedIn%20comments.jpg) ### Comments Are the Key to LinkedIn Engagement January 29th, 2025|1 min read ](https://www.davidmeermanscott.com/blog/comments-are-the-key-to-linkedin-engagement) [![](https://www.davidmeermanscott.com/hs-fs/hubfs/Kolkata%20Chai%20Ani%20and%20Ayan.jpg?width=1236&height=858&name=Kolkata%20Chai%20Ani%20and%20Ayan.jpg) ### Brewing Authenticity: How Kolkata Chai Co. 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