SITUATIONAL MARKETING IN SOCIAL NETWORKS:REPRESENTATION OF THE “SQUID GAME” PHENOMENON
The use of social media to sell and promote products/services to target audiences is a trend that has taken hold over the past few years. Social media marketing today works thanks to a well thought out brand positioning strategy. A new direction - situational marketing, based on a prompt response to current events, is gaining popularity among brands as part of an overall marketing strategy. This article is devoted to one of the methods of situational marketing - newjacking (using a newsbreak to build communication with the audience). The purpose of this scientific work is to identify ways of representing informational occasions in social networks of Russian and foreign brands. One of the phenomena of pop culture, the series “Squid Game”, which scored a record number of views on the Netflix streaming platform in 2021, was chosen as practical material. The author, using the example of 20 cases, considers the technology of newjacking used by Russian and foreign companies that have integrated this newsbreak into their content strategy. The ways of representing the newsbreak by verbal and visual features are revealed. Examples of promotions based on the series launched by brands in social networks are also considered.