No lights, no problem: Dunk (and tweet) in the dark

Oreo’s quick thinking during the infamous Super Bowl blackout generated a spontaneous twitter ad that caught the attention of millions. 


Anyone watching the Super Bowl this evening saw a great game — and one of the greatest embarrassments in pro sports history: a power outage that halted play for a full half-hour.

As both teams, tens of thousands inside New Orleans’ Superdome and millions watching on TV waited, Oreo came up with an idea so brilliant and bold that it out and out won the night.

“Power out? No problem,” the tweet read, along with a hastily put-together image of an ad showing an Oreo and the terrific tag line, “You can still dunk in the dark.”

So how did the cookie company act so fast, and get so many talking — all with minimal time available, and negligible expense?  Oreo’s agency, 360i, had a mission control set up at their office.  Because the brand team was there, it was easy to get approvals and get it up in minutes.  The key? Having OREO executives in the room, and ready to pull the trigger.

All told, the Super Bowl was yet another big win for Twitter, racking up more than 24.1 million tweets about the game, the ads, and the halftime show.  As for actual football? The top moment was the kickoff return for a touchdown by the Ravens’ Jacoby Jones, which compelled 185,000 tweets per minute.

Excerpted from’s, “How Oreo’s Brilliant Black-out Tweet Won the Super Bowl”
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