A tweet from 2013 is still making its rounds on social media, after being lauded as one of the most impressive handling of social media by companies.
The tweet? Oreo’s Superbowl XLVII “You Can Still Dunk in the Dark.”
For those who aren’t familiar with the example – during third quarter of Super Bowl XLVII (Ravens vs 49ers), a power outage at the Superdome plunged the stadium into darkness. Minutes after the occurrence, Oreo’s released a now-iconic image of an Oreo cookie surrounded by a similar darkness, but now with an added guarantee: “Power Out? No problem.”
This fulfills many of Mashable‘s definitions of a good social media campaign – especially in the way it taps into “genuine emotion to make an impact.”
How did Oreo do it? As it turns out, from idea creation to execution, it would’ve only taken Oreo 10 minutes or less to react to any situation at all (Wired). They came totally prepared with a 15-member team of copywriters, strategists and artists, and social media strategy is at the forefront of their brand awareness campaigns.
And they were spot-on about tapping into real-time, genuine emotion. Those desperately cruising social media for updates on the blackout found Oreo’s targeted message instead. The tweet eventually went on to receive over 15,000 retweets on Twitter, and 20,000 likes on Facebook. More importantly, Oreo received nation-wide media attention on the tweet, arguably more valuable than a traditional Super Bowl spot costing millions of dollars.
As if it wasn’t apparent enough: smart companies do smart social media.