When the power went out at last night’s Super Bowl, the lights went on for Oreo. The creative team behind the cookie brand posted a simple ad on its Twitter account at 8:48 p.m. Sunday night. The message: “Power Out? No Problem” complemented with a picture of a cookie with the line “You can still dunk in the dark.”
Within 40 minutes, it was retweeted more than 10,000 times, and rocketed to the top of many people’s feeds as the tweet soared across the Twitterverse. It now stands at over 14,600 RTs and more than 5000 favorites.
Power out? No problem. twitter.com/Oreo/status/29…
— Oreo Cookie (@Oreo) February 4, 2013
Oreo was already advertising with a traditional spot during the Super Bowl, but this bit of creative dubbed them the brand winner of the Super Bowl, thanks to how quickly the brand’s “mission control” center pushed out its creative within seconds of the power outage heard around the world.
“In 2013, the best-in-class creative firms will prove they can move at the temporal speed of social media,” says Sabaa Quao, Chief Marketing Officer of Digital Journal Inc. and cofounder of /newsrooms. “Brands must find a way to respond to real-time news and events occurring outside their editorial calendar, outside of linear expectations.”
Latest posts by Sabaa Quao (see all)
- Millennials and Cars - February 25, 2016
- Building Authority for Brands in Regulated Industries Using Social Media - January 14, 2016
- Putting a lens on Twitter’s Periscope - June 9, 2015