For all the time, money and man power spent planning and perfecting Super Bowl ads, one of the most successful and brilliant acts of branding that occurred during last night’s game went from idea to execution in a matter of minutes–and cost a whole lots less than any prime time TV spot.
Oreo tweeted the below message at 8:48 pm last night, just after the power went out in half of the Mercedes-Benz Superdome. As of this writing, Oreo’s comical, lightning-speed advert has been retweeted over 14,000 times.
Power out? No problem. twitter.com/Oreo/status/29…
— Oreo Cookie (@Oreo) February 4, 2013
So in a world of meticulously crafted, edited and reviewed Super Bowl advertising (like Oreo’s TV spot), how did the brand manage to get its incredibly topical message into the Twitterverse so quickly? Sarah Hofstetter, president of 360i–the agency behind the ad–explained, “We 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…Because the brand team was there, it was easy to get approvals and get it up in minutes.”
Other brands quickly followed suit with their own blackout-themed tweets, but none received the response that Oreo’s did.
— Tide (@tide) February 4, 2013
— Volkswagen USA (@VW) February 4, 2013
Sending some LEDs to the @mbusa Superdome right now…
— Audi (@Audi) February 4, 2013
Good, but not quite as perfectly on-point as the dunking tweet.
This all left us wondering: Is Oreo’s win another mega-omen of a world in which consumers expect real-time relevance and clever contextual interaction? Will there come a time when cheap, effective social media campaigns render big-money Super Bowl spots irrelevant? Or, in cases like this, will social media marketing simply complement traditional ads?
Weigh in, readers: right now all we really know is that we really, really want a cookie…