Almost everyone in America is watching the Superbowl. People are enjoying the game, having some laughs, eating great food, then BAM—- blackout happens. Sports newscasters are complaining, fans are upset, and everyone hurriedly awaits the return of the lights. However during this mad chaos, Oreo publishes this picture on their twitter feed:
Oreo is on top of their social media game. This single tweet got re tweeted at least 16,000 times during the game! Wow!! How did Oreo do this so quickly?
“Turns out they had a 15-person social media team at the ready to respond to whatever happened online in response to the Super Bowl — whether it was a mind-blowing play or half the lights shutting off. So not only did they have a regular commercial run during the first quarter, they also had copywriters, a strategist, and artists ready to react to any situation in 10 minutes or less.”(Wired)
In addition, Oreo “had a mission control set up at our office with the brand and 360i, and when the blackout happened, the team looked at it as an opportunity,” agency president Sarah Hofstetter told BuzzFeed. “Because the brand team was there, it was easy to get approvals and get it up in minutes.” (BuzzFeed) Talk about the right place at the right time. This single smart move of having everyone together, creative team and oreo exec’s, has created a huge buzz not only in the advertising industry, but others as well.
This tactic became so popular because second-screen technology is growing rapidly. Second-screen technology is when a consumer is using a laptop, iPad, or phone while watching tv.(1st screen) This second-screen technology was very relevant for Oreo. Not only was the tweet funny, relevant, and entertaining, but Oreo took advantage of a bleak situation and used second-screen technology(twitter) to connect with their viewers. Buzz feed even says that this single tweet was, “the most powerful bit of marketing during the advertising industry’s most expensive day”. Best part-It was completely FREE!
“Arguably the best ad of the game.” — AdAge
“How Oreo ‘Culture-Jacked’ the Super Bowl.” — The Wall Street Journal
What are your thoughts??