Touchdown for Oreo at the Super Bowl

News | 4th Feb

How did a cookie become the most powerful bit of marketing during the advertising industry’s most expensive day?

Written by Kaye Neylon

Super Bowl XLVII and the world’s biggest live stage suffers a power outage. All participating marketers and advertisers hold their breath as every second counts, (and costs!), 34 minutes later the switch is flicked and the power is flooding back into the New Orleans SuperDome.

During the 30 minute blackout, the world’s favourite cookie crept from the sidelines and hit a touch down with the day’s most powerful piece of marketing. Oreo tweeted a simple image with the strapline “You can still dunk in the dark”, the image was retweeted over 14,000 times and in the midst of the world’s most expensive advertising day had the biggest impact (for free too!).

Oreo Super Bowl

Following a Twitter trend in its right, the world was beginning to wonder who was deserving of all the credit, step forward advertising agency 360i.

Agency CEO, Sarah Hofstetter was modest about her team’s Super Bowl success.

“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.”

Oreo has already aired their TV spot during the Super Bowl with their “Cookie and Cream” effort but were more than ready to take social media by the hand and provide a light at the end of the tunnel when the power were cut.

Hofstetter gave her team full credit for acting quickly and daring to venture off script.

“The big question is, what happens when everything changes, when you go off script. That was where it got fun.
The key? Having OREO executives in the room, and ready to pull the trigger. You need a brave brand to approve content that quickly. When all of the stakeholders come together so quickly, you’ve got magic.”

If your business would like to sample the social media success, contact our socially savvy team today to find out what we can do for your business.


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