This past Sunday a darkness swept across the field of the Super Bowl at the Mercedes-Benz Superdome in New Orleans, La. The Baltimore Ravens and the San Francisco 49ers were left in the dark as were as all the fans that were in the packed stadium. In the wake of any mishap there is always a chance to bring light to the situation. Through the darkness that swept across the stadium one tweet became a beacon of PR success. Oreo sent out a tweet that was re-tweeted over 12,000 times before the game was resumed. PR daily caught onto the slam dunk tweet. Not only did Oreo get millions of view of their cookies or cream fight commercial but they also were able to capitalize on the power outage at the stadium. The tweet has well over 14,000 re-tweets as well as 20,000 likes on the Oreo Facebook page.
The team behind this ad was 360i. They were all together when the blackout happened and jumped at the chance for some extra PR for their company, according to Buzz Feed Food. The team would not have been able to execute their plan if there were not Oreo executives in the room with them to give the seal of approval. Although this is not always an option, knowing who to contact can make or break a situation like this in the event that not everyone is in the same room together. Thanks to the teams quick thinking Oreo was able to capitalize on the blackout.
This is not the first time Oreo has made a home run with their use of social media. Their use of a photo of a Oreo with red creme and the appearance of having tire tracks through it. The photo was in commemoration of the Mars Rover landing. Facebook uses loved the photo and the “likes” came poring in. Oreo even used a picture campaign to promote the cookie’s 100th birthday. There are many things that companies big and small can take away from Oreo’s clever uses of media to create an image and buzz about their brand.