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.
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.