Though no one could have predicted
that this would happen, one brand
was ready. 360i, Oreo's digital
marketing agency, had assembled
a 15 person social media team
consisting of copywriters, artists and a
strategist. As soon as the game went
dark, the team immediately got to
work and within minutes had sent out
the following tweet:
This simple image instantly shook up
the marketing world and became the
undisputed gold standard in real-time
marketing. Within the first hour, the
image received:
• 10,000+ Retweets
• 18,000+ Facebook Likes
• 525,000,000 Earned Impressions
The Ravens may have won the game,
but you can argue that Oreo was the
true winner of the Super Bowl. Their
tweet was a timely comment during
a major cultural event that was funny,
charming and, most importantly of
all, highly relevant. This took people
completely by surprise because they
never would have expected a major
brand like Oreo to offer commentary
like this; rather, they would have
expected a more traditional TV
ad. The irony is that Oreo did air a
commercial during the game as well,
but it was this tweet that really got
people's attention.
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