During last night’s Super Bowl a power cut caused the ground to be plunged into darkness for a half an hour. American cookie brand Oreo were the quickest off the mark to respond with a tweet which went on to be retweeted over 14,000 times, with 12,000 of those in just 2 hours.
Others also got in on the power outage, with detergent brand Tide tweeting their own blackout ad, and Calvin Klein underwear using new social network Vine to give bored sports fans something nice to watch whilst the power was out.
The fact that all these brands were prepared for something, anything, to happen shows that they know the reach of social media alongside and compared with traditional advertising. In Oreo’s case they had their ‘brand team’ – made up of their design agency, social media team and their management team – in a room together ready to respond to anything that may have happened on the night. The ad was ‘designed, captioned and approved in minutes.’
“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. Because the brand team was there, it was easy to get approvals and get it up in minutes”
Sarah Hofstetter, President of 360i, Oreo’s branding agency.
With TV ad spots being sold for up to $4m, the most memorable ad on the night ended up being free, via Twitter. A little planning in advance makes you prepared for anything, seemingly.