Oreo Twitpic, You Can Still Dunk In The Dark

Oreo Schools Social Media Marketers: Pay Attention to Opportunity

While companies spent north of $4 million for 30 seconds of airtime during Super Bowl 47, one of the most unlikely brands seized the power outage opportunity in the third quarter. Milk’s Favorite Cookie became social media’s darling by penning this timely tweet:

Was it another brand’s stage to take? Probably. Any lightbulb, electronics, generator or even home improvement brand should have been there, but instead a cookie brand moved to the front of the…shelf.

As Sam Decker (CEO of MassRelevance) tweeted, in a matter of 20 minutes, @oreo picked up 40 times their usual tweet volume.

The quick witted brains behind this tactical advertising play appears to be the talent at 360i.

Why did it work? Namely, someone was paying attention and looking for opportunities. While everyone on twitter was looking for the best one-liner tying Beyonce to the power outage, someone was looking out for the interest of their clients.

In addition to the snowballing retweets, ABC, AdAge, and Mashable instantly ran stories. Time will tell what the total PR value of this tweet will be, but it is clear that seizing the opportunity is worth its 140 characters in gold.

Jeremy Floyd

Jeremy Floyd is the President at FUNYL Commerce. Formerly, he was the CEO and President of Lirio, Bluegill Creative, a marketing and communications firm in Knoxville, Tennessee. In addition to managing the digital strategies, Floyd was an adjunct professor for the University of Tennessee Chattanooga MBA program teaching digital strategies and social media. Floyd blogs at jeremyfloyd.com and tweets under the name @jfloyd. Jeremy is licensed to practice law in the State of Tennessee and holds a law degree from the University of Tennessee College of Law and a Bachelor of Arts degree from MTSU in English and Philosophy.

  • Brad Slaughter

    360i had the 100 daily twists which was an attempt to make Oreo more relevant to the millennial crowd through a new pop culture reference every day for 100 days. This, even though not a part of that strategy, should be a great play to strengthen that bond even more. If they can follow that strong Super Bowl effort with regular current event tie-ins it could create a good wave for Oreo.

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  • That’s cool. How could Oreo NOT be relevant to any generation–especially double stuff?! 🙂

    The danger is that if they are regular commentators on highly trafficked events then they begin to look like they are “hijacking the hashtag” or worse “trolling.” I think you’re right that this was elegantly played because it was extraordinary, but if they used this tactic with any regularity, it might be suspicious.

  • Brad Slaughter

    Trolling the media is easy to do. Especially once you have success wtih it. It’s much harder to come up with a new way of reaching your target audience.