Super Bowl 2013 Lights Go Out But Oreo's Twitter Team Has A Light Bulb Moment

02/03/2013

Oreo Superbowl Lights Go OutWhen The Baltimore Ravens might be walking way with the 2013 Superbowl win, but when it came to social media marketing Oreo won the viral prize with a simple tweet.

When the lights went out in the Super Dome tonight the savvy Oreo Twitter team had a brilliant light bulb moment.

Within minutes their tweet ~ "You can still dunk with the lights out" was was being shared across social networks, on blogs and picked up by main stream media. When I first checked there were 10,521 retweets within 41 minutes. 

 Let's do a little sideline analysis.

The Plays

Content: relevant, creative, fun, supported customers' activity with the product "oreo cookie dunking" 

Contextual: perfect timing, leveraged social web buzz re: the Super Dome lights going out. I suppose it didn't hurt that people were bored waiting for the game to start.

Twitter Team: agile, content created in real time in response to an unexpected opportunity

The Fumble 

Oreo missed the opportunity to integrate the tweet into it's social web eco system. 

Now, I'm not necessarily a fan of automatic social network insertion. I believe we should take advantage of the unique features and culture of each platform. However, often it makes sense to cross post content modified for the platform.  

Oreo's Facebook page shows 31,534,863 Likes. The community is failry engaged. I can help but wonder .. 

~The extent of sharing, liking and commenting if the tweet were Facebook posted.

~The type of conversation that might have occured .. might it have been different from Twitter?Oreo Facebook 2_13

~ What the ROI comparison was in terms of its TV ad, other social initiatives and this one unexpected little tweet.

Lessons Learned: Real time contextural content can not be pre programmed but the impact can be huge.

 Your Thoughts?

 

 

Audience: 

 

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Comments

All great points and "fumble" is especially noteworthy!

Would add that when the analysis is done of dollars spent for production and media for Super Bowl commercials versus their "impact" that maybe this Tweet, dollar for dollar, was the "Best Value" Super Bowl commercial of all.

Posted by: Marianne Richmond on Feb 4, 2013 12:35:44 PM

Well reasoned analysis of this one little tweet. I believe that this will put social media in another "new" light for the mainstream as to why bother to tweet is so often asked of me. This is why bother.

Posted by: Debra Pearlman on Feb 4, 2013 1:38:52 PM

@debra @marianne appreciate your kind words. Seems part of the back-story is the agency and client/Oreo coordinated the tweet and graphic together in real time.

Posted by: Toby on Feb 9, 2013 1:47:36 AM

That was a smart move by Oreo it got people talking about the brand utilizing a time when people are online the most.
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Posted by: timothy on Feb 27, 2013 4:51:31 PM

A smart move by Oreo team that generated a lot of buzz around the plannet ! :)

Posted by: Stoian Ciprian on Jun 10, 2013 9:02:03 AM

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