In the lightning-fast world of social media, timing isn’t just everything—it’s the only thing. When done right, trendjacking turns brands into part of the story — not just an ad break between stories.
The idea is simple: Follow a conversation the internet is obsessed with, jump in with your own twist, and ride the wave while it’s hot. When it works, it’s free reach, real relevance, and the kind of earned media you can’t buy.
So how do you trendjack well? Below, we’ll break it down: what it is, how to do it with style, and 10 real examples that went well (with some so fresh that they’re still trending).
What Is Trendjacking?
Trendjacking is the practice of capitalizing on trending topics, viral moments, or cultural phenomena by inserting your brand into the conversation.
Think of it as hijacking a ride on someone else’s rocket ship—you didn’t build it, but you can benefit from the momentum.
The best trendjackers move fast, stay relevant, and most importantly, add value to the conversation rather than awkwardly forcing their way in. It’s the difference between being a good party guest, and being that person who tries too hard to fit in.
Why Trendjacking Works (When It Works)
Before we dive into the stellar examples, let’s talk about why trendjacking can be such a powerful tool in your marketing arsenal.
Speed beats perfection
In the world of viral moments, being first often matters more than being flawless. The brands that win are those with nimble approval processes and empowered social teams.
Authenticity trumps advertising
When you genuinely participate in a cultural moment, you’re not selling—you’re conversing. And conversations build relationships far better than commercials.
Algorithms love engagement
Trending topics already have momentum. When you tap into that energy authentically, the algorithm gods smile upon you with organic reach that money can’t buy.
10 Trendjacking Examples That Went Viral
Now for the good stuff—real examples from brands that have absolutely nailed their trendjacking game. These aren’t just clever; they’re case studies in how to do it right.
1. Heinz “Ketchup and Seemingly Ranch” (2023)
When: September 2023
When Taylor Swift showed up at Travis Kelce’s Kansas City Chiefs game, the internet exploded. But it wasn’t just her presence that went viral—it was a fan’s tweet about Swift eating chicken with “ketchup and seemingly ranch” that racked up over 30 million views.
Within 24 hours, Heinz had rebranded their existing Kranch sauce as “Ketchup and Seemingly Ranch,” complete with custom packaging. The campaign generated 6.1 billion earned impressions—the most in Heinz’s history—and resulted in a 52,987% return on investment. The limited-edition bottles sold out in minutes, and Walmart eventually made it a permanent product.
Watch the video:
The lesson: Sometimes the best trendjacking opportunities come from the most unexpected places. Be ready to move fast when lightning strikes.
2. Hidden Valley Ranch’s Swift Response
When the “seemingly ranch” moment happened, Hidden Valley immediately changed their X (Twitter) handle to “Seemingly Ranch” and launched merchandise, showing that sometimes the simplest response is the most effective.
3. Even the Empire State Building got it on the act!
The building lit up in red and white to commemorate the “ketchup and seemingly ranch” moment, proving that even non-food brands could have fun with it.
4. Oreo’s Super Bowl Blackout Tweet (2013)
When: February 2013
During Super Bowl XLVII, a power outage plunged the Mercedes-Benz Superdome into darkness for 34 minutes. While other brands scrambled, Oreo’s social team tweeted a simple image: an Oreo cookie in dim lighting with the caption “You can still dunk in the dark.”
The tweet earned over 15,000 retweets and became more talked about than many multimillion-dollar Super Bowl commercials. It proved that agility could beat budget, earning Oreo a Cannes Lion and cementing the tweet in marketing history.
The lesson: Having a war room ready during major events can turn unexpected moments into marketing gold.
5. Aviation Gin’s Peloton Response (2019)
When: December 2019
When Peloton’s holiday ad featuring a woman documenting her year on an exercise bike went viral for all the wrong reasons, Ryan Reynolds’ Aviation Gin moved with lightning speed. They hired the same actress, Monica Ruiz, and created a follow-up ad with a video showing her at a bar with friends, looking shell-shocked and downing martinis.
Created in just 75 hours, the ad accumulated millions of views and earned the No. 4 spot on Adweek’s Best Ads of 2019. Reynolds tweeted it with the simple caption: “Exercise bike not included.”
The lesson: Don’t just join the conversation—add a new chapter to the story that everyone’s already talking about.
6. Duolingo’s “Gasolina” Times Square Heartbreak (2022)
When: 2022
When TikTok users started dancing to a distorted version of “Gasolina” to cope with disappointment, Duolingo saw an opportunity to advance their most successful running joke. They filmed their mascot Duo dancing in Times Square with the caption “when you fly all the way to NYC to get rejected by Dua Lipa once again.”
The video exploded with over 2 million views, perfectly blending a trending audio with Duolingo’s long-running storyline about Duo’s unrequited love for the singer (a joke born from people confusing “Duolingo” with “Dua Lipa”). By actually filming at Times Square and committing to the production value, they elevated a simple trend participation into compelling content.
The lesson: The best trendjacking builds on your existing brand narrative. When you have running jokes or storylines your audience loves, trending formats become vehicles to advance the plot.
7. IKEA “Anti-Meta Bed” Campaign
When: April 2017
When Balenciaga released a $2,145 leather tote that looked strikingly similar to IKEA’s 99-cent Frakta bag, the Swedish furniture giant didn’t miss a beat. Within days, IKEA released a cheeky ad titled “How to identify an original IKEA Frakta bag” with tips like “Shake it. If it rustles, it’s the real deal” and “Throw it in the dirt. A true Frakta is simply rinsed off with a garden hose when dirty.”
The campaign went viral, earning millions of impressions and positioning IKEA as witty and self-aware. The irony of a budget brand calling out a luxury house on authenticity wasn’t lost on anyone.
The lesson: Sometimes the best trendjacking is defensive—when someone creates a trend around your product, own the moment with humor.
8. Dunkin’ Donuts and the Dress That Broke the Internet (2015)
When: February 2015
Remember #TheDress? When the internet exploded debating whether a dress was blue/black or white/gold, brands rushed to join the conversation. Dunkin’ Donuts decorated two donuts with the controversial colors, tweeting “Doesn’t matter if it’s blue/black or white/gold, they still taste delicious.”
The simple, timely response earned thousands of retweets and became a textbook example of perfect trendjacking—lighthearted, relevant, and adding value to the conversation.
The lesson: The best trendjacking opportunities are often the most unexpected. Be ready to move fast when the internet loses its collective mind.
9. Brands Jump on Barbie Mania (2023)
When: Summer 2023
When the Barbie movie painted the world pink, brands didn’t just watch—they joined the party. Airbnb listed a real Malibu Dreamhouse, Xbox created a pink console, and Burger King Brazil launched a pink burger. Even unaffiliated brands jumped in: VRBO curated pink properties, bars created Barbie cocktails, and virtually every brand found a way to incorporate pink into their social content.
The #Barbie hashtag generated over 9 billion TikTok views, with brand participation extending the movie’s cultural moment far beyond the theater.
The lesson: When a cultural phenomenon is big enough, there’s room for everyone—just find your unique angle.
10. The Marshfield, Missouri, Sign War
When: July 2022
When a McDonald’s in Marshfield, Missouri (population 7,425) posted “Hey DQ! Wanna have a sign war?” on their marquee, they sparked a viral sensation that cost nothing but creativity. Dairy Queen fired back with “We would but we’re 2 busy making ice cream”—a clever jab at McDonald’s notorious ice cream machine problems.
The exchange escalated beautifully:
- McDonald’s: “That’s cute. Our ice cream makes itself”
- DQ: “You mean it actually works? SHOCKER”
- McDonald’s: “Wow, salty. Like our world famous fries”
In this case, the trendjackers were the entire town of Marshfield. Wendy’s posted “HOT AND CRISPY FRIES DON’T ARCH.” The local bank offered “Ice cream machine broken? We have a loan for that.” Even the sign company complained: “No invite to the sign war? We know who makes the best signs in town!”
The Marshfield Chamber of Commerce documented everything on Facebook, generating over 19 million social media views and national media coverage—all from a town smaller than most shopping malls.
The lesson: When you invite others to play, everyone wins—especially when community spirit meets social media virality.
The Bottom Line: Be Fast, Be Authentic, Be Memorable
Trendjacking isn’t about chasing every shiny object—it’s about recognizing the moments where your brand can authentically add to the cultural conversation. The best trendjackers aren’t just participants; they’re contributors who make the moment better by being there.
In the attention economy, relevance is currency. Use it wisely, spend it authentically, and always—always—know when to cash out before the trend turns cringe.
Marketer Takeaways
- Move at the speed of the feed. Great trendjacks live and die in hours. Set your team up to act fast.
- Read the room. If a trend doesn’t fit your brand, skip it; forced jumps fall flat.
- Be social-first. Trendjacks belong where people talk: TikTok, X, and live social spaces.
- Plan ahead. Pre-approved guardrails help your team post without getting stuck in legal limbo.
- Make weird shareable. The best trendjacks feel bold enough for fans to pass on.
- Do your homework. Always check the source, hashtags, and context so you don’t hijack the wrong moment.
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