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08 February 2013

Oreo catches fans by surprise at the Super Bowl!


By Cream Editorial

Fans frustrated with the 34-minute power outage at the Super Bowl in New Orleans were flooded with innovative advertising messages to keep their interest going during the blackout. Chief amongst these brands was Oreo, which stole the show with a tweet-cum-ad - while players milled about on the fields in darkness, the brand created an image of an Oreo set in light, shadow and darkness. The ad pointed thousands of followers to the line below the image that went: ‘You can still dunk in the dark’.

Oreo you can still dunk in the dark ad

The ad became an instant hit on social media, retweeted more than 15,000 times in the first 14 hours. Other brands that tried to latch onto the blackout communication included Tide with an insta-ad: ‘We can’t get your blackout. But we can get your stain out’ and Volkswagen, which sent out a tweet: ‘Lost power during the Big Game. . . . Don’t worry, #GetHappy’ along with a link to its Super Bowl commercial.

But none quite made it top of mind like Oreo did. Here’s to media innovation, in media ‘dark’ areas! 


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  • Right Brain, Left Brain sums up the dichotomy of a media business that’s constantly battling with the challenge of delivering a profit and discovering new ways to communicate to consumers. The Cream editorial team combined with a dream team of industry pioneers from around the world share their expert opinions.

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