The Spin: Jimothy goes viral as brands jump in — how corporate ‘newsjacking’ turns attention into marketing

Jimothy the raccoon has become one of the internet’s biggest viral stars, and now major brands are racing to join the conversation.

Goodyear recently drew attention with a post on X that read, “If Jimothy is crossing the road, your tires better be able to stop. Check your tread, Seattle.”

If Jimothy is crossing the road, your tires better be able to stop.

Check your tread, Seattle.

— Goodyear (@goodyear) July 21, 2026

Jimothy is the hook, but attention is the real product

Marketing experts call the tactic “newsjacking,” using a trending story to promote a product or message. In Goodyear’s case, the company tied a viral wildlife moment to tire safety, creating a post that felt relevant rather than forced.

But the trend also raises questions about where clever marketing ends and exploitation begins. As more companies try to capitalize on the same viral moment, social media can begin to feel less like a shared community and more like a stream of advertisements.

The real goal often isn’t to sell tires or talk about Jimothy — it’s to capture attention. In today’s corporate PR landscape, attention is valuable currency, and if a brand can make people stop scrolling, laugh, or share a post, the campaign has already succeeded.

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