By Matt Whiting
As brand strategists swarm to gush over Oreo’s brilliant real-time response that allowed them to “win the Super Bowl Black Out,” we decided to quickly break down why it worked and offer a few unsolicited recommendations on how other brands may have jumped into the fray.
By combining timeliness, a playful sense of humor and a simple, yet evocative image, Nabisco’s century-old bestseller won widespread acclaim*, including thousands of retweets and favorites, for their spot-on newsjacking effort.
Power out? No problem. twitter.com/Oreo/status/29…
— Oreo Cookie (@Oreo) February 4, 2013
Brands looking to do the same should take a few pages out of this playbook by employing and empowering a quick-thinking, rapid-responding team with a good designer for maximum effect. The importance of establishing a path to get quick executive buy-off cannot be overstated – in the same room is preferable.
While watching the game, we couldn’t help but come up with the following fake updates that, once combined with fitting images, would have helped even more brands capitalize on a very unusual situation.
@GEICO – Well, it looks we’ve all got 15 minutes after all… #SuperBowlBlackOut
@PsychToday – Have you been in a “lights half off” kind of mood lately? #SuperBowlBlackOut
@5hourenergy – It’s going to be a late night, stay up for it #SuperBowlBlackOut
@Conan – See, that 30 minutes later thing really is annoying #SuperBowlBlackOut
@Carbonite - Turns out back up plans matter #SuperBowlBlackOut
@HotPockets – 15-20 minutes for the lights to warm up, a Hot Pocket takes 3 minutes to warm up. You do the math #SuperBowlBlackOut
@Evernote – Helping you not forget important stuff like “buy generators” since 2008 #SuperBowlBlackOut
@ColgateSmile – At least your smile will be bright #SuperBowlBlackOut
@PCHdocome (Publisher’s Clearing House) – We’re all for surprises but just on the good side of the unexpected #SuperBowlBlackOut
@Lumosity – Increase your brightness in no time at all #SuperBowlBlackOut
@StarTrek – We swear, we had nothing to do with this – You’ll like our “Into Darkness” way better #SuperBowlBlackOut
@AmishCountry – How’s that whole electricity thing working out? #SuperBowlBlackOut
@MonsterCareers – monster.com: because on Monday morning, at least one person will need us #SuperBowlBlackOut
@AmazonKindle – Kindle Paperwhite, because you never know when you’ll really need a bit more light #SuperBowlBlackOut
@Motel6 – Leaving the light on for you since 1962 #SuperBowlBlackOut
*If you’re one to find yourself in the company of social marketing “gurus,” you shouldn’t be at all surprised to see this bold move complement if not supplement the omnipresent Old Spice case studies as a favorite recent brand-driven social media home run. Why not join them yourself with a bit of strategic planning and moxie?