We are going through another one of many winter storms, here in New England.

I have recently observed how shrewd marketers have jumped on to the weather-hype bandwagon–encouraging advanced preparation (through product hoarding) for severe weather events.

It is not unusual to receive a pre-storm email from either big-box office supply store, drugstore chain, grocery store, etc.–reminding consumers to pick up that extra loaf bread, carton of milk, disposable diapers, package of AA batteries, and cat food.

While doing some design maintenance work on David Meerman Scott's website, I have been subliminally re-indoctrinated with some of David’s ingenious marketing concepts–including NewsJacking.

NewsJacking has been defined as the art and science of injecting your ideas into a breaking news story and generating tons of media coverage and social media engagement.

It was early this morning that I came up with the concept of eMailJacking.

With a slightly worn, storm-preparation email–received from a corner drug store brand (as in–the drug store located on almost every single street corner in America) and some virtual patching materials (digital duck tape, masking tape, and torn paper), I was able to create a fun snow promotion for my local retail client, The Good Sport.

Where other stores promote the bare necessities, Cohasset's Good Sport offers the supplies that make snow fun! – Enjoy!