The biggest moment on Twitter during last night’s Super Bowl was not during play itself, but when the lights went out for 35 minutes. Cookie brand Oreo scored the biggest ad win of the night.
As soon as the power went down, Oreo and its agency went to work on an ad that was quickly Tweeted. Within an hour, the Oreo ad, with the caption, “Power out? No problem”, had been shared more than 10,000 times on Twitter and went on to be retweeted and favourited more than 18,000 times.
Power out? No problem. twitter.com/Oreo/status/29…
— Oreo Cookie (@Oreo) 4. Februar 2013
That means one of the most talked-about ads on the Super Bowl night, when TV spots were being sold by CBS for between $3.8m (£2.4m) and $4m (£2.5m), was done for free on Twitter.
Oreo wasn’t the only advertiser to try it. Several others did as well, including Audi, with more than 9,000 retweets and 2,800 favourites, Tide, with around 1,500 retweets and favourites, and Calvin Klein, which picked up a couple of hundred.
Sending some LEDs to the @mbusa Superdome right now…
— Audi (@Audi) 4. Februar 2013
So how did Oreo manage to get an ad out so fast? The answer is that it was down to its agency Dentsu-owned 360i.The agency said that the ad was “designed, captioned and approved within minutes,” according to Sarah Hofstetter, president of 360i.
— Tide (@tide) 4. Februar 2013
— Calvin Klein (@CalvinKlein) 4. Februar 2013
“We had a mission control set up at our office with the brand and 360i, and when the blackout happened, the team looked at it as an opportunity. Because the brand team was there, it was easy to get approvals and get it up in minutes,” Hofstetter told BuzzFeed.
It shows how a brand can win with social media. Just as Opel did on the Deutsche Bahn Facebook Post, where it was composed, approved and covered within minutes. The feedback of the crowd is great, as they appreciate a fast and ellaborate answer to current stories. It lifts the brand on eyelevel with the crowd, thus gaining sympathy and credibility.