MapQuest just delivered one of the sharpest newsjacking moves of the year. Whatever you think of the politics, the brand response is worth studying.
MapQuest announced on social media on Aug. 27 that it would keep the name Lake Ontario, the same day President Trump signed an order renaming it. Days later, it was the No. 1 free app on Apple’s App Store. Appfigures reported downloads up 6,295%, with roughly 210,000 installs in a single day compared with fewer than a thousand normally.
Newsjacking works when you stay in your lane
MapQuest is a map company. Talking about what goes on a map is its whole job. One PR executive told Fox Business the brand succeeded by weighing in only on the one thing it’s an expert in. That’s the test for any brand. If you have to stretch to connect yourself to the headline, skip it.
Speed comes from having a playbook
This wasn’t improvised. MapQuest made the same call when the Gulf of Mexico was renamed and first launched its rename tool in February 2025. The decision was already made. The team just had to post.
Give people something to do
MapQuest also launched a tool that lets users name the lake whatever they want. That turned the audience into content creators, and the screenshots did the marketing.
Know the risk before you post
Taking a stand on a charged news story means some customers won’t like it. Before any brand jumps in, it should know its audience, its values, and its limits. That’s a conversation to have before the news breaks, not during.
Timing matters as much as the message. Our post, When Should You Pitch a Story to the Media? breaks down how we think about it. Proof Publicity helps B2B and professional services brands build reactive commentary plans that are ready when the moment hits.
