Have I told you how much I love NewsJacking? I think I did. Let me re-emphasize: I. Love It.

It’s like guerrilla warfare. It’s like seeing the matrix and beating news outlets at their own game. Why pay a news paper to run your ad when you can pull off a stunt so newsworthy that they have to run your story themselves?

Enter, Pizza Hut.

Pizza Hut offering lifetime of free pizza to anyone who asks Obama or Romney about toppings during debate

What?

Ask a question about pizza? To a presidential candidate? What does that even mean?

Better question: Who cares?

The NY Post, Slate Magazine, TIME Magazine and at least one hundred and eighty-three other news outlets covered this announcement.

Newsjacking- the process by which you inject your ideas or angles into breaking news, in real-time, in order to generate media coverage for yourself or your business.

Do you know how much it would cost to run an ad in in 183 different publications? And do you know how much it would cost to produce an ad that would be covered by everything from the Huffington Post to BarstoolSports? Pizza Hut is leaping across generational and cultural lines, all because it came up with a timely and clever announcement.

Now the real news will be if the offer is actually good enough to get someone to ask the question.