Oreo served as a perfect example of doing the right thing at the right time with their Super Bowl power out ad on twitter. When lights went out at New Orleans superdome for 35 minutes, Advertisers saw their opportunity to use social media to capitalize the opportunity. Audi, Tide and Calvin Klein posted their respective ads during the power outage. However Oreo stood out from its competitors, they posted an ad captioning “Power out? No problem” within 10-15 minutes from the time the lights went out. The Oreo ad had 10,000+ shares and 18,000+ retweets and favorites. Oreo managed to create the biggest advertising win with a free ad on Twitter at the time when ad slots on television were being sold for around $4 million.
Oreo’s success on Twitter was a result of quick thinking by its advertising agency 360i and super quick approvals from Oreo’s branding team. Oreo’s advertising team and branding team were together watching and analyzing the super bowl tournament in their office. When the power went out, Oreo’s ad team saw it as an opportunity to reinstate the brand. Copy writers and creative team were on their toes and they created the “Power out? No problem… You can also dunk in the dark” Ad for twitter. Oreo’s branding and marketing team went through the copy and quickly approved it. Oreo’s apt ad at the most crucial moment hit the nail home. Viewers shared and retweeted the Ad within minutes.
Oreo has proved the power of social media by winning the Advertising Super Bowl with just a single Tweet!