Just in case you
missed it, here is the tweet that has garnered over 16,000 retweets and 6,000
favorites:
Despite its tremendous
reach, this tweet has had a far bigger impact on the marketing world. As soon
as the lights went out in New Orleans during the biggest sporting event of the
year, the Oreo and 360i social media teams were more than prepared to jump on
the opportunity.
Before the game
even began, Sarah Hofstetter and the 360i team assembled an on-call team in
their New York offices with representatives from Oreo present as well, so that
any idea that sparked could be posted as soon as possible. Man, did it count.
Bear in mind, the
Super Bowl is played on a Sunday night; non-business hours for many.
However, in the
24/7 ON cycle of social media, real-time marketing is where the industry is
going.
None of us like to
admit it, but we all schedule tweets, Facebook posts or LinkedIn messages for
the weekend. After all, it is the weekend, so who wants to work? I know I don’t.
But after Oreo’s
and 360i’s genius play during the Super Bowl, more and more social media directors,
coordinators and CMOs will find themselves on the social media frontlines at
ever-more irregular times.
The money spent on
those extra hours won’t compare to the opportunities brands can capture in real
time. Eventually, this mindset may even replace the expensive Super Bowl ads
themselves.
Even before the big
game, many big-name brands were quoted saying they chose to forego the standard
Super Bowl ad and just concentrate on digital before, during and after the
game.
If you were well
prepared and creative like Oreo, I bet that investment paid off.
The immediate
response to the Oreo tweet may or may not have a resounding effect on the
public audience, but either way, the power and precedence it will have on our
industry as a whole is starting to take shape.
This article was originally published on the
Brandwatch blog.
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