During the most expensive advertising and marketing event of the year, Oreo forces a turnover!
In the darkness of the most watched sporting event of the year, Oreo put a light on the power of Social Media. It garnished more the 15,000 retweets, added more than 8,000 twitter followers and generated 20,000 likes on Facebook. The overall marketing strategy from their Super Bowl ad jumped from 2,000 Instagram followers to 36,000 with more than 16,000 pictures with votes for “Cookie” or “Cream”. It seems like Oreo has more to be excited about then the city of Baltimore.
With more than 231,500 tweets per minute being posted during the blackout, twitter scooped everyone. After all, I doubt I was the only person waiting to the lights go on and muttering “enough already, at least show us some commercials while we’re waiting”. While CBS failed to capitalize on the moment, it didn’t stop brands like Tide, Calvin Klein and Oreo from seizing one the most expensive marketing opportunities for FREE!
At 8:48 p.m. Sunday night, Oreo tweeted this ad with the caption “Power out? No problem.”
“You need a brave brand to approve content that quickly. When all of the stakeholders come together so quickly, you’ve got magic. While we certainly didn’t expect the blackout, the team’s first instinct was to figure out how Oreo can be relevant in the moment. Having a full team of creative, social media experts and the brand made it quick and seamless.” said Sarah Hofstetter, president of 360i the agency behind the strategy.
Lisa Mann, the VP of Cookies at Mondelez International explained that this didn’t happen overnight, in fact she had been leading the team for the last two years. The work done last year for Oreo’s 100th birthday was part of a process. When Oreo decided to unveil its “which part of the cookie do you love more” on such a big stage they decided to have a social media command center to be prepared to respond to anything. Clearly a decision that she is being praised for everywhere.
The Big Win!
Oreo captured the social media world’s attention last nigh. Forbes, AdAge, CNet, San Francisco Chronicle, BuzzFeed and even the Wall Street Journal are now running the story along with countless blogs and marketers. In fact, it’s likely you’ll even see this showcased in the upcoming events and conferences like Social Media Week as a great example of digital marketing success. So what’s the ROI on catching the attention of every major news outlet in the United State? You see the point!
What does this mean to you?
Social Media is not an instant fix, nor is it a success by itself. It takes time, effort and content. Like any other marketing effort, you have to dig-in and have both long and short term goals. Most importantly, you must have a plan in place. Clearly, opportunities exists in real time and you’ll need to be ready to capitalize on them.
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I agree. This was truly one of the most brilliant and spontaneous moments in social marketing history even if things were in place ‘to respond to anything’. This may be remembered more than the year that (was it Disney’s Heidi?) interrupted the game.