1/ Recently @PassPass_Pulse and @LAYS executed campaigns that involved other brands like @swiggy_in, @StuckByFevicol, @pepsi and @Paytm. They cleverly chose an occassion like #WorldComplimentDay and #valentinesweek to invoke a sense of camaraderie.
2/ Historically Brandjacking started on a wrong footing. Here's the wikipedia entry that shows it as an unethical and fraudulent practice. As recently as in 2013, Oxfam Brandjacked Coke's ads to draw public attention to unsustainable business practices.
