How to turn non-news into social media gold

While the summer “Silly Season” (the slow news period when most people are on holiday) is notorious for gifting column inches to stories that wouldn’t normally warrant such attention, the 24/7 nature of social media sites means that small, silly stories have a whole new home.

The non-news story that caught my eye last week was about Iceland (the country) considering launching a lawsuit against Iceland (the supermarket) over its name. The key word in that sentence that makes it non-news is ‘considering’; Iceland (the country) hasn’t actually done anything yet.

“I can confirm that this is being looked into, but no decision has been made,” a spokesman for the ministry told the Press Association (source:

This fact aside, Iceland (the supermarket) put its social media team to work, adding a healthy dose of hilarity to proceedings and grabbing quite a few more headlines at the same time:


They say there’s no such thing as a bad news story and while this lawsuit has the potential to do some real damage to the supermarket chain, its great to see they are capitalising on the media interest in such a humorous way to keep their name front of mind with shoppers – while they still have it – and boost engagement on their social media channels.


Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )


Connecting to %s