Tag Archives: sport

As you know by now, Oreo expertly used Twitter to make the most of the Super Bowl’s now infamous black out tweeting an ad before you could even say “blown a fuse.” Minutes after Beyonce’s performance, the whole stadium was cast into darkness, but Oreo saw the light and within minutes posted the tweet above. This gained them instant praise from their fans and followers, with comments like “‪@Oreo I’m slow clapping you. Best tweet of the night. Social media rapid response at its finest.”

Let’s look at the numbers: The picture was re-Tweeted 15,000+ times, favourited over 5,000+ times, garnered almost 20,000 likes, inspired 790+ comments, and has enjoyed 6,000+ shares.

This is truly newsjacking at its finest. And sure there were other brands that got in on the action to varying degrees of success. But this is just the beginning. We are excited about this response, but we think that agencies and brands can do more. Of course, they have to be prepared for instant sign-off. As we said in our launch video in 2011, they have to be prepared to “take the legal team to breakfast.” Or invite them to your Super Bowl party as the guys at 360i did. Read more about how the agency achieved this instant sign-off here.

There are moments when we’ve felt that the world is ready to embrace this properly. Oreo’s tweet was one of these moments. For non-topical real-time content creation, we felt this same euphoria after Old Spice Man made 100+ response films to tweets a few years ago. We’ve been providing brands and agencies with structures and tactics for 2.5 years now and we’re finally seeing more of them start to act like newsrooms. We love the fact that the Oreo client was in the war room approving ads in minutes, but we want more. We want full interactive platforms like TheArtistifier.com which we did for the Oscars last year. These sites can be pre-approved and ready and waiting to launch when the buzz is at its peak. The Super Bowl was a huge step toward people accepting Urgent Genius with newsjacking as a lead tactic in the creation of their real-time setup. If you want more information about how to prepare your agency or brand for an Oreo-style response, get in touch. And check out the journey of how we first started tracking real-time responses and newsjacking in our book Newsjacking: The Urgent Genius of Real-time Advertising. Our publisher just tweeted pics of the hard cover proof here.

Sources: David Meerman Scott, Hubspot, Mashable, MarketingLand (thanks, ML, for thumbnail image with #newsjacking hashtag)

Thanks to our Urgent Genius social content creative Guy Galloway for contributing the Oreo introduction for this article. Expect a lot more brilliance from him in the coming months.

Rugby World Cup 2011

In the home of arguably the most famous team in the world, the stage is set for a knee slapping, knuckle crunching world cup. Blood, sweat and a surprising amount of macho men’s tears have gone into the carefully orchestrated annihilation that is each 80 minute period. In case you’re wondering what’s out there, we’ve compiled our top 3 Urgent Genius stories relating to the world cup:

If you liked Paul the octopus then check out this Baaaaarilliant predicting sheep for the betting shop Paddy Power. Not the most original but it’s proving popular.

With over a million views this spontaneous Haka by young Maori leaders caused a stir

And if you can’t remember the rules, and even if you don’t really care, a lot of people may want to be reminded by watching this video from Lynx Australia, its view count keeps on rising .

Our latest episode in the Step Inside The Circuit Series for Johnnie Walker looks at Singapore’s night race. We were shooting over a four day period  in the run-up to the race. Working with Firecracker we’ve fine tuned the process to turn around content in 48 hours after the race has finished. The content has been taken up by broadcasters globally.

This Lynx film has clocked up over a million views. It’s by Soap the digital shop in Sydney. We’ve been on the look out for Rugby Urgent Genius work. We think this piece definitely rides the Rugby fever wave. However it just seems a little shallow. Sure enough you’ll going get eyeballs if you show scantily clad girls in tight rugby shirts groping one another but where’s the clever twist? Lynx used to have a cheeky side where a clever irreverence came through in the work, this latest effort seems devoid of the magic which would have made it genius. That said it’s generated a load of views and the teenage lad market (as well as the older male population) have obviously lapped it up.

Today 5th September at a mystery race track DC  will take the wheel of a Mercedes-Benz SLS AMG. According to Mercedes website he’s going to be putting the  6.3 litre V8 supercar capable of 0-62 mph in just 3.8 secs through it’s paces. He’s got to  complete a number of laps of the circuit as fast as he can.

At the same time 24 PlayStation Gran Turismo 5 racers  will be selected at random to post their fastest qualifying lap times. The top 6 racers will then be selected and will take part in a real v virtual race as they take on Coulthard all in real time with all the action streamed live over the internet.

UPDATE:

Check out the results in the video here: