For all the planning and millions of dollars that go into the creation of Super Bowl commercials, arguably the best ad of the game last night was a tweet…
"Power out?" Oreo posted to Twitter. "No problem. You can still dunk in the dark." The tweet was retweeted 10,000 times within one hour.
The Oreo graphic was “designed, captioned and approved within minutes,” according to Sarah Hofstetter, president of the cookie brand’s digital agency of record, Dentsu-owned 360i. All the decisions were made in real time quickly because marketers and agency members were sitting together at a “mission control” center, or a social-media war room of sorts, at the agency’s headquarters in the TriBeCa neighborhood of Manhattan. Among those who were there were two brand team members from Oreo, and nearly a dozen creatives, strategists, community managers and social-media listeners.”
Brilliant.