February 4, 2013
During the epic 34-minute blackout during Super Bowl XLVII last night, Oreo’s brand team posted a simple ad that was retweeted more than 14,500 times on Twitter, reported The Wall Street Journal’s Speakeasy blog.
The message read: “Power Out? No Problem,” and was accompanied by a picture of a cookie with the caption, “You can still dunk in the dark.”
How did 360i — the agency responsible for the ad — do this so quickly?
“Because Oreo was a Super Bowl advertiser, we had set up a team of folks at our offices with people from Oreo as well to both listen to and optimize the chatter on the Internet,” Sarah Hofstetter, president of 360i, told Speakeasy via email. “Having a full team of creative, social media experts and the brand made it quick and seamless.”
Hofstetter added that Oreo exemplifies several digital branding best practices: “They are relevant, visible and constant.”
Oreo’s instant Twitter ad stood out on a night when 30-second TV spots cost $3.8 million, demonstrating the power of ingenuity and social media.
“[The ad] is likely part of a coming wave of real-time advertising that reacts, like a political campaign war room, to real-time events,” the Journal observed.