It is tough to say what story was bigger in Super Bowl XLVII: the stadium blackout or Oreo’s real time brilliance.
The most memorable moment of the 2013 Super Bowl was not a last second touchdown, or a heartbreaking finish, but rather a lengthy blackout that broke Twitter records. And what took place on Twitter from the brilliant marketing minds at Oreo was a simple post that blew social media marketers away.
Hundreds of millions of people were watching when the power went out in New Orleans. Twitter began flooding with activity from confused fans and viewers. It wasn’t long before a simple tweet from Oreo became the focus of the entire event, and the focus of marketers, bloggers and news sources for the days that followed.
The tweet was retweeted over 15,000 times, Oreo’s follower count increased by roughly 8,000 and their Facebook post (of the same image) received over 20,000 Likes. Oreo, in the midst of an Instagram campaign, also saw their Instagram follower count increase from about 2,000 to 36,000 after the game – the majority of whom joined in on the campaign after seeing the tweet and/or Facebook post.
The real-time marketing efforts of Oreo were simple, inexpensive, impromptu and the results were outstanding. Below are a few of the key takeaways marketers can learn from this little effort from Oreo that went a long way – very quickly.
Social Media Never Sleeps
Granted, Oreo posted their image during one of the busiest social media events of the year, but the fact remains: if you are running a social media program, you should know that it is not your typical 9-5 gig. A presence on social media needs to be ongoing and engagement with your audience should always be a focal point.
Be Ready When Opportunity Knocks
The marketing team at Oreo was not sitting in a control room waiting for a blackout to occur at the Super Bowl. (Though we are sure there is no shortage of conspiracy theories!) This was a spur of the moment post, and one so topical that it was literally the only thing on anyone’s mind.
Commentary in real-time on ongoing events is always going to receive more recognition than a post that is late to the party. That is not to say that you should have posts waiting and ready to go for any and all events, just don’t miss an opportunity when it comes knowcking, because when it comes to social media, events like this are few and far between, and pass rather quickly.
The Soft Sell is Key
This is a sales ad. Whether or not it looks like one, the goal of this bit of quick-thinking is to get you thinking about Oreo the next time you are in the market. Social media is all about the soft sell. Creating an engaging personality for your brand is what drives sales on social, and that is exactly what this ad does for Oreo. It is quirky, fun, and gets Oreo on the mind.
An ad like this turned thousands of people into brand advocates, and the proof of that is in the shares, likes, comments, retweets and other types of engagement. Remember, when it comes to selling on social media, you want to create content that engages others to share your brand’s message, not just you.
Some quick thinking created a tremendous Case Studies for Oreo. A little bit of effort and ingenuity paid off big time, and others took note. Just a short while later when Poland Spring faced a similar situation, they tried a similar response, but were nowhere near as successul as Oreo. They simply weren’t quick enough.
What did you take away from this Case Studies? Have you changed your strategy since this took place during the Super Bowl? Tell us in the comments below or on Twitter!