Written by Emma Vetriano • Published 12th February 2013
After Super Sunday, a lot of what people are talking about is a tweet.
“How Oreo ‘Culture-Jacked’ the Super Bowl” – The Wall Street Journal
On Sunday the power went out at the Superdome whilst the San Francisco 49ers and Baltimore Ravens battled for the right to lift the Lombardi Trophy. Oreo, as one of the Superbowl Advertisers, were listening to the twitter chatter and seized the opportunity with a spur of the moment tweet.
Power out? No problem. pic.twitter.com/dnQ7pOgC
— Oreo Cookie (@Oreo) February 4, 2013
The tweet went viral… retweeted 10,000 times in one hour, helping them to gain nearly 8,000 followers. Their actual ad the ‘Whisper Fight‘ depicts a Cookie vs. Crème argument with two men in a library. Propelling their Instagram following to over 50,000 whilst clearly demonstrating the power of combining TV and social media marketing.
We believe the success of the tweet was due to the months prior where Oreo cultivated a following through tweeting and posting culturally relevant ads daily as well as the use of real-time advertising during the event. The reaction from the audience has left us wondering whether the tweet had an even greater pay off than Oreo’s actual Super Bowl ad, which cost $3.8 million to create, and marked the launch of their Cookie vs. Crème campaign.
We would love to hear your thoughts.