Kentucky-Style Clothing Drive Being Held For Miley Cyrus

By October 4, 2013

There are many ways that brands try to gain attention through social media, and some are more successful than others. I ran across an interesting campaign from CafePress, who has been very active in the digital space, including hosting fun campaigns for a new mascot. (Come on people. We all know their new mascot should be a panda…) For this campaign, though, they’re taking advantage of a great technique called “newsjacking.”

All you startups, listen up! Newsjacking, a term popularized by David Meerman Scott’s book of the same name, is where one can capitalize on the popularity of a news story to amplify sales and marketing. In this instance, CafePress has set their sights on a popular celebrity amidst her latest controversial antics.

Kentucky-native Miley Cyrus is, of course, the daughter of Billy Ray Cyrus, perhaps the worst country music singer to ever own a hit record. But Billy Ray has become a distant memory in recent months as Miley has spread her wings, for better or worse.

Now everyone has an opinion on Miley — even washed up singers who once burned a photo of the Pope on television.

So as Cyrus’ screws have loosened and she’s forgotten how to clothe herself — continuing to implode her life and career — a company based in her native Kentucky is stepping up with a virtual clothing drive of sorts.

Each week until her 21st birthday on Nov 23, CafePress will send Cyrus a new outfit — you know, shirt, shoes, pants — so that she has at least one outfit each day to fully clothe herself.

Oy gevalt! I guess as they say far too often in Kentucky: “God bless.”

What do you think of this new campaign from CafePress and the concept of newsjacking? Smart? Risky? Leave your comments below.