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The thrilling highs and chilling lows of piggyback content

January 29, 2018 / Claire Wilson

Piggybacking is an old staple in a content marketer’s toolkit. I’m sure most of us can think of some truly inspired, ingenious and downright hilarious examples of brands tying their names to events, popular culture or trends to ‘piggyback’ on their popularity. When a brand gets it right, it can work brilliantly, showing your business is topical and relevant and bringing out your personality and sense of humour. But when a brand gets it wrong, it can be absolutely woeful…we’re talking tasteless, alienating or just plain lame.