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Digital Marketing & Social Media Blog

How Oreo Won the Social Media Bowl with a Single Piece of Content

in Social Media with tags , ,

Amid the tens of thousands of re-tweets and mentions of our client Oreo last night, there was this gem: “The lights went out and a new era in advertising was born.” Last night wasn’t the first time a brand had employed a real-time approach, but perhaps for the first time people could truly grasp its power.

Sometimes powerful content is created over months – long-form labors of love that are the result of hours upon hours of investment. Other times, it’s the result of a mindset and a rapid reaction. The fact of the matter is, advertising today is a bit of both. As Bonin Bough, VP of Global Media & Consumer Engagement at Mondelēz (Oreo’s parent company) preemptively put it in this pre-Big Game byline, “It’s not just about the creative, but how creatively you use it.”

Long before the Superdome lost power, Oreo had already laid a foundation for real-time, responsive marketing. The brand’s brave – yet always strategic – social media mentality captured a lot of attention with this summer’s Daily Twist campaign, which commemorated the brand’s centennial with a new piece of content shared every single day for 100 days. Building off that success was a Super Bowl spot that extended to Instagram, where viewers could watch artists recreate their photos with cookie or crème in real time.

Beyond the events a brand can plan for are the naturally occurring social phenomena that rise up in culture every single day. These unexpected “events” inside of larger events are often the fodder of the most buzz, and therefore provide brands with an opportunity to join the conversation.

So, when viewers and commentators alike grappled with an unforeseen break in the middle of Super Bowl XLVII, we saw an opportunity to enter the dialogue in a way that would garner the attention and respect of Oreo’s audience. Given the lapse in game-play, the timing was perfect to own the moment.

Logistically, this type of real-time content creation involved setting up a central command center at our offices in New York with representation from strategy, creative, community, tech and account. Also seated at the table: key brand execs from Oreo. Sarah Hofstetter, President of 360i, explains in BuzzFeed:

“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,” agency president Sarah Hofstetter told BuzzFeed. “Because the brand team was there, it was easy to get approvals and get it up in minutes.”

Oreo had already aired a solid TV ad with their “Cookie or Crème” spot. But they were ready to capitalize on social media as well when the lights went out.

“The big question is, what happens when everything changes, when you go off script?,” Hofstetter said. “That was where it got fun.”

The key? Having OREO executives in the room, and ready to pull the trigger.

“You need a brave brand to approve content that quickly. When all of the stakeholders come together so quickly, you’ve got magic,” Hofstetter said.

A real-time approach requires an intrepid brand that understands social and is willing to take calculated, strategic risks. We’re proud and grateful to have such a partner in Oreo.

12 comments
Contract Manufacturing Services
Contract Manufacturing Services

I find it baffling that not every one is keeping a capable and quick-to-react team during the game to react on social media.

Great job here!

L7Creative
L7Creative

It really is amazing the places we can go using social media and a good creative team. But I think there's something to say about the fact that they had the Oreo team AND the agency together, face-to-face during the bowl ready to tackle any issues. I think you'd be interested in this article that delves a little deeper into this: http://bit.ly/XWxAnz

pshapiro
pshapiro

Honestly, it was such a simple thing to implement. I am rather surprised that 1) more brands didn't take advantage of the opportunity, and 2) didn't implement the strategy correctly. Kudos to 360i.

ThibautDavoult
ThibautDavoult

So, one day we'll see such teams coming together like this much quicker than we are today, right? I'm especially thinking of the Super Bowl ads, I find it baffling that not every one is keeping a capable and quick-to-react team during the game to react on social media.

Great job here!

AidaofNubia
AidaofNubia

Very impressed. Kudos to the entire team!

ROCKETLAB
ROCKETLAB

I hope everyone realizes how much had to be in place to execute this. You had all the right people all at the right time. Awesome work everyone.