It’s two days after the Super Bowl, so you know what that means: it’s time to talk Super Bowl ads!
That said, this year’s big winner for best ad is…drum roll please (wait for it…waaaaiiittt for it). Excuse me ladies and gentlemen, but this can’t be right. This year’s best Super Bowl ad goes to…Oreo? But not for its “Cookie or Creme” spot, which I must say was one of my personal favorites. No, Oreo stole the spotlight (pun slightly intended) when its marketing team posted this on its facebook and twitter pages:
During the mysterious 34-minute delay in the middle of the Super Bowl where a large bank of lights went out in the Superdome, the Oreo marketing team saw its chance to seize the moment. And that’s exactly what they did.
The marketing team knew that staring at the half-lit Superdome would get old pretty quickly for the millions of people watching the Super Bowl. They also knew that after about 13 seconds in the dark, these same people would pick up their phones and tablets to check facebook and twitter to pass the time during the break.
So, seeing the opportunity, the Oreo team rushed to its New York office and threw the ad together just before the lights came back on — pretty impressive, huh?
Well, that’s not exactly what they did, but it doesn’t make their accomplishment any less impressive. As it turns out, the Oreo team went through a lot of preparation and planning before the Super Bowl to be able to post this ad in real time. So when the lights went out, they knew it was the perfect opportunity to seize the moment.
A few quick, yet calculated, decisions later, the ad went up on facebook and twitter…and then it went viral — within seconds.
Check out this blog post from 360i, the digital marketing company responsible for the ad, which details how the Oreo ad took center stage just as the Superdome dimmed the house lights.
I want to hear what you think about Oreo’s ad. Share your thoughts, good or bad, about your impression of the marketing team’s decision to post the picture, and about the ad itself. Does this signal a new era for advertising and real-time marketing?