Oreo made waves last night during Super Bowl XLVII. They aired a hilarious commercial, and in doing so brought humor and a bit of edginess to their brand. But the Super Bowl is packed to the brim with hilarious, moving, and clever commercials.
It’s what came after Oreo’s $3.5 million spot in the first half that really made waves in my mind.
When the Super Dome lost partial power in the first minutes of the third quarter, Twitter exploded. Jokes were made, recycled, and repurposed. People were engaged and talking.
At the same time, Oreo’s commercial from the first half netted them a hefty new following on Twitter, and they did a fantastic job thinking on their toes and rallying with their audience around a common topic.
Within minutes, Oreo posted this update to their Twitter account.
Power out? No problem. twitter.com/Oreo/status/29…
— Oreo Cookie (@Oreo) February 4, 2013
By 1AM, it had over 16,500 retweets, and a shout-out on Mashable. Unlike most companies who advertised in the Super Bowl, Oreo was able to deeply integrate their commercial campaign and social media updates to capture and engage brand advocates. In this situation, time was precious. Once the outage ended, the discussion did as well, but not without giving Oreo some serious social media authority and one big #Newsjacking win!