Brands like to talk a big game about acting in real time. But the truth of the matter is, they struggle mightily with the fast-moving digital world.
Mondelez brand Oreo, however, proved it gets the speed of digital culture. When the lights at the Superdome went out for nearly a half hour during the third quarter of the game, Oreo and its agencies 360i and MediaVest thought fast and quickly tweeted out “Power out? No problem.” with a photo of an Oreo with “You can still dunk in the dark” copy. The tweet was retweeted over 12,600 times. It was favorited nearly 4,000 times. On Facebook, where Oreo has 31 million likes, the photo has garnered over 19,000 likes and 6,500 shares.
The timing of the post couldn’t be better, coming when there wasn’t anything happening on TV, even commercials, and many people’s attention was tuned to social media.
“We set up mission control comprised of 360i-ers, the brand team and MediaVest, so everyone was ready to create content and optimize in real time,” said 360i president Sarah Hoffstetter. “Once the power went out, the team immediately recognized an opportunity and created the image and caption.”
The key to having it done: the agency creative and strategy teams were all together at the 360i offices in New York. The presence of the client meant being able to get quick approval.
“It was amazing to have the clients in the room,” said Hoffstetter. “They are both brave and attuned to the need of real-time response to be successful in today’s media environment.”
The added bonus of the move was the cost. Other than pizza to keep the team fueled, the creative effort cost approximately $4 million less than the price of airing a TV spot.
360i is still collecting data on what kind of longer-term bump the tweet gave the brand. The risk is these things fizzle quickly. But there’s little doubt other brands could stand to take a lesson of how to move quickly.
Oreo ran a commercial during the first quarter featuring a “whisper fight” over whether the cookie or the creme is the best part. The spot included a call to action for viewers to go to Instagram. The move increased Oreo’s following there from about 2,200 prior to the game to over 35,000.
-
Inside NHL’s content strategy ahead of the Stanley Cup Finals
The NHL is offering live and on demand content on YouTube and across social media platforms such as TikTok, Instagram and Twitter.
-
‘We need an ad exchange for identity’: Overheard at the Digiday Programmatic Marketing Summit
Brand and agency executives discussed the state of cookieless identifiers, ad tech firms attempting to become one-stop shops and the extent to which ads should and shouldn’t be personalized.
-
Five years in, the GDPR has had a double-edged impact on the ad market
When it launched in 2018 the GDPR was hailed as a privacy superhero of sorts. It set the rules for how companies handle personal data, making sure they couldn’t just grab it without someone’s permission.
-
SponsoredHow enterprise-grade CDPs are enhancing data processes and improving customer experiences
Produced in partnership with Marketecture The following article highlights an interview between Martin Kihn, Salesforce’s senior vice president of Marketing Cloud, and Ari Paparo, founder and CEO of Marketecture Media. Register to watch more of the discussion and learn how brands are making the most of enterprise-grade CDP technologies. As brands expand across channels and […]
-
GroupM’s JiYoung Kim calls for programmatic innovation and cites creative as an area in need
During a session at the Digiday Programmatic Marketing Summit, the agency executive cited ad creative as one specific area in need of innovation.
-
Digiday+ Research: Agencies choose contextual targeting over first-party data in post-cookie era
Three-quarters of agencies are actively preparing for the end of the third-party cookie, and 70% said they're doing so by spending more on contextual targeting campaigns.
