| 标题 | The Oreo Blackout Tweet |
| 广告公司 | 360i |
| 广告战役 | The Oreo Blackout Tweet |
| 广告主 | Mondelez International |
| 品牌 | Oreo |
| 首次发布日期 | 2013 / 2 |
| 行业领域 | 互动式制作，多媒体 |
| 剧情简介 | Challenge: The Super Bowl is the biggest pop culture event of the year in the U.S. It’s also a huge day for marketers investing in Big Game advertisements. In 2013, for the first time ever, Oreo entered the fray as a Super Bowl advertiser. Their objective was to use social to maximize their investment and cut through the clutter. Strategy: In the middle of the third quarter, the stadium unexpectedly lost power. While viewers and commentators grappled with an unforeseen break in game-play, Oreo saw an opportunity to capture the attention of the brand’s audience. The timing was perfect to own the moment. Concrete Execution: As commentators stumbled over ways to fill the space, Oreo took to social to respond in real-time to the surprise event. The insight: lacking commercials, game-play and entertainment, viewers would flock to social media to discuss what had happened. Oreo would meet them there. Within minutes, Oreo designed and published a piece of content that was hyper-relevant to the unfolding news. It’s now famously known as the “Oreo Blackout Tweet.” A Super Bowl command center that included Oreo’s agency team and key brand execs from Oreo allowed the brand to quickly align all stakeholders at the moment the story broke. Results: From a single tweet, Oreo saw huge impact. The "Dunk in the Dark" image was shared on Twitter and Facebook more than 20,000 times and garnered 525 million earned media impressions – 5X the number of people who tuned in to watch the game. In fact, Oreo garnered 10,000 more mentions on Twitter than Joe Flacco, the quarterback for the winning team and Super Bowl MVP (Source: Topsy). Wired magazine declared Oreo as the Super Bowl winner, and Adweek ranked the tweet as one of the top five ‘ads’ of the night. All of this was achieved through zero media dollars. |
| 媒体类别 | 社交媒体 |
| 更多信息 | http://www.360i.com/work/oreo-super-bowl/ |
| 首席创意官 | Adam Kerj |
| 集团创意总监 | Michael Nuzzo |
| 创意总监 | Adam Gloo |
| Content Manager | Lexie Perez |
| Associate Community Manager | Sebastian Saldarriaga |
| Senior Copywriter | Nick Bayne |
| Senior Strategist | Maggie Walsh |
| 技术总监 | Layne Harris |
| Senior Copywriter | Nick Panayotopoulos |
| Senior Art Director | Roberto Salas |
| Group Account Director | Sandra Ciconte |
| 客户总监 | Celeste Pulman |