During the power outage of 2013 Superbowl XLVII, Nabisco's Oreo team showed what quick thinking and creativity can do. They didn't get in the first advertising tweet regarding the power outage, but they were pretty close--and, in my opinion, their tweet, "Power Out, No Problem," was a slam/dunk compared to everyone else's.
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| "Power Out? No Problem" |
Oreo used a bad situation during the football game to their advantage. As it turned out, their power outage tweet was more popular than their original commercial. Oreo's dunking in the dark tweet was re-tweeted almost 15,000 times gained about 20,000 likes and Facebook and and Oreo's Twitter following increased by 8,000. I probably would have dunked some oreos if I had some, after that tweet.
Whisper Fight Commercial
I don't believe this was totally accidental. Oreo is using its social networking correctly. By hiring a social media management company to create a social media monitoring program/dashboard for them, they were able to see in real time what response/s they were getting to their Super Bowl commercial and to the spontaneous power outage tweet. If they weren't together monitoring their dashboard, they most likely would have lost the opportunity to create a great ad with their tweet. I'm sure this shows just the surface of what Oreo is doing to monitor social networks regarding their brand and product and I'm sure Expion was happy to get free publicity from Oreo's slam/dunk tweet.
Great post. The Oreo cookie tweet also captured my attention. Actually I'm going to do my Social Media Monitoring project on Oreo. Surprising how interesting a cookie company can be.
ReplyDeleteI also really enjoyed this post Terri! It was great the way you tdiscussed Oreo and the cookies social media team, but also your conversation in general about the Superbowl sparked by interest. The Superbowl is such an interesting advertising event, and the most expensive. Adertising crytics break down the which commercials were the best and which were the worst instantaneously. It's great how you captures this great, memorable, 'Superbowl-Black Out' moment in your post about Oreo's response.
ReplyDeleteI was thinking of posting about this on my blog but ended up choosing something else so I was glad to see it here! Through quick thinking and creativity Oreo was able to take advantage of the Blackout, and gain an advantage over all their competitors. I think we will only continue to see more social media stunts like this as it continues to evolve.
ReplyDeleteOreo is a strong international brand and does a good job in promoting. In China, "Facebook and Twitter" is not that popular, they invite Yao Ming(the NBA star) to act in their advertisement video and Star Effect do help a lot.
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