Oreo Wins The Superbowl Ad Wars With A Timely Tweet
from the cost-less-than-$3.5-million dept
Yesterday was the day that, each year, proves that people do not in fact hate advertising. They actually like it quite a bit if the advertising is good. What they hate is crappy and annoying advertising. Of course, every Super Bowl, various brands duke it out to see who can get the most bang for their buck in Super Bowl advertisements -- which this year went for a cool $3.5 million for a basic spot. Still, many people are pointing out that the real winner of the Super Bowl advertising fight wasn't from one of the TV commercials at all, but rather Oreo's advertising agency, who sprung into immediate action when the power went out at the Super Bowl. Within just a few minutes (I think slightly less than 15), Oreo had put out the following tweet:Power out? No problem. twitter.com/Oreo/status/29…
— Oreo Cookie (@Oreo) February 4, 2013
Tide also got a "blackout" graphic and joke online, three minutes after Oreo. It put up a weak image with a caption: "We can't get your blackout, But we can get your stains out." Kudos for trying, but definitely a step behind Oreo.
It's worth noting, by the way, that Oreo did, in fact, pay for a Super Bowl commercial as well, though it was showing up on lists of the worst Super Bowl commercials of the year. Whoever came up with the image and the tweet in record time may have saved the Super Bowl for Oreo.
Of course, all of this does raise a larger point about marketing and advertising these days. Doing a good job often has less to do with how much money you spend than with how good you are at actually connecting with people -- and a well-timed tweet and graphic can do wonders.
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Filed Under: advertisements, blackout, fast reactions, social media, super bowl
Companies: audi, oreo, walgreens
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Idiom
dunk (dngk)
n.
1. The act or an instance of dunking.
2. A liquid or creamy food into which other foods are dunked.
3. Basketball A dunk shot.
So we get a triple score here! 1- immerse you in the experience of Oreo, 2- The cookie itself (2 crispy parts "immersed" in creamy fillings) and 3- basketball pun in a football match.
If I got it right then hats off to the team, it's plain epic! Advertisement for me is associated with annoying, invasive and visually unpleasant lately. However, done right it can be epic.
Btw, English natives please correct me if I'm wrong. The non-English native readers in TD appreciate!
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Oreos are famous for being cookies that you're supposed to "dunk" into milk before eating...
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and if you have not ever done so before, may i suggest that you grab some oreos and milk and go to town on it.
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For the rest of the 364 days: too bad, suckers!
/heh
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Audi @Audi
Sending some LEDs to the @MBUSA Superdome right now...
(Mercedes-Benz giving its name to the superdome)
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Oh that's right, you're all over in America where cookies are not biscuits and biscuits are scones and scones are... WFT are scones (with cream and Jam [what you call preserve]) called??
Though calling Grid Iron Football is sorta strange, though calling it a Game is even stranger..
*runs now*
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PS the biscuit of kings is the choccy Hob Nob.
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In jam, the fruit comes in the form of fruit pulp or crushed fruit (and is less stiff than jelly as a result).
In preserves, the fruit comes in the form of chunks in a syrup or a jam.
So all are different in their own special way. At least they aren't marmalade.
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The difference there is that I believe "scones" in the UK refers to what we call "biscuits" here, and "scones" here refer to a particular kind of what we call "biscuits".
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Though I could be wrong
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For some it is 'just another day'.
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Come on guys, let's get this one rolling...
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It uses 100 pins instead of the usual 5 or 10.
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*I hate (watching) sports, I am not typical of Americans
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Kick me, harder!
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Oreos
A perfect treat after a super bowl.
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A) Aren't from the US
B) Got picked on by football players in high school
C) Are/were big fans of Magic: The Gathering
D) Didn't lose their virginity until their 20's
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A) Aren't from the US - Philadelphia, PA
B) Got picked on by football players in high school - Football guys were ok, I played baseball.
C) Are/were big fans of Magic: The Gathering - Played D&D at camp.
D) Didn't lose their virginity until their 20's - 15
Ahem! FOOTBALL SUCKS!!!!! I just dont like it. I would rather watch 20 hours of The Isle of Man footage, Formula One, and repeats of That Metal Show than be subjected to 1 minute of Football.
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Ads
> proves that people do not in fact hate
> advertising. They actually like it quite a
> bit if the advertising is good. What they
> hate is crappy and annoying advertising.
Actually, what most people hate is the repitition and quantity of the ads.
Even those clever Super Bowl ads will be fast-forwarded through in the weeks to come as people-- having already seen them many times-- will become sick of them and just want to get back to the actual show they tuned in to watch. And when you put so many of them together that they ad up to over five minutes of non-stop ads, all the cleverness in the world won't stop people from hitting FFW.
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Ambush
> normally expect there to be a bit too much red
> tape and "approvals" for anything like that.
I predict that instead of celebrating the cleverness of this sort of marketing, at some point one of these big events will go after the next Oreo for 'ambush marketing' and making money off the event without paying to be a sponsor. They usually do it by trademarking all the possible words associated with the event, but in a case like this, where there's nothing to trademark ahead of time, I can see them still stamping their foot like petulant children and whining about unfair it is that a company was able to capitalize off the Super Bowl or the Olympics (or whatever) without having to pay for the privilege.
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How Oreo was ready to take advantage of the blackout
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