Just a day after it was posted on Twitter, the tweet accumulated around 15,000 retweets, while the Facebook post recorded approximately 20,000 likes. Was Oreo’s “Dunk in The Dark” Tweet Effective? It was also reposted by Oreo on its official Facebook account. How did Oreo see the Super Bowl’s power outage?Īs an opportunity to “dunk in the dark”―hence, the tweet. They wanted people to see the blackout through Oreo’s eyes. However, when it occurred, all of Oreo’s representatives at the command center were able to jump on a real-time marketing opportunity. Of course, no one would have anticipated the blackout. The command center consisted of people from integrated creative and media agency 360i as well as representatives from all of Oreo’s other partner marketing agencies, namely: Wieden+Kennedy, Mediavest, and Weber Shandwick. Source: Oreo Facebook Page, February 4, 2013Īccording to Lisa Mann, Vice President of Cookies at Mondelēz International, the tweet was part of a “carefully architected social media strategy that made the brand ready to respond to whatever the Big Game threw its way.”Īs part of the sponsors at the 2013 Super Bowl, Oreo’s social media management team decided to have a social media command center for the brand in order to respond to real-time buzz. The post showed a dimly-lit Oreo cookie with the words, “You can still dunk in the dark.” The famous cookie brand capitalized on the massive power outage situation by posting a simple tweet on its Twitter account. While a lot of football teams, fans, and viewers were left in the dark, no other brand pulled off a “more fancy footwork” than Oreo. Oreo twist lick and dunk tv#The situation lasted for 34 minutes, plunging the stadium into darkness and leaving TV viewers confused as to why the football coverage was suddenly cut off. In the midst of an intense third quarter battle between American football teams Baltimore Ravens and San Francisco 49ers, a power outage occurred at the Mercedes-Benz Superdome in New Orleans. Through its “Dunk in The Dark” tweet during the 2013 Super Bowl! However, in 2013, Oreo was still able to put a fresh twist into it. Oreo has been using its “Twist, Lick, Dunk” tagline for 33 years now since 1987, telling consumers the best way to eat and savor the taste of their Oreo cookies―twisting the cookie to separate it, licking the filling, and “dunking” or dipping it in a glass of milk.Ĭonsidering the fact that the tagline has existed that long, you would probably think that it has lost its magic and appeal to the public. Oreo is currently being manufactured and distributed by the Nabisco division of American multinational food company Mondelēz International. It is the best selling cookie brand in the United States. Oreo is an American sandwich brand famous for its oreo cookies, which are made up of two chocolate wafers with a sweet cream filling.
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