Oreo has been known as milk’s favorite cookie for years, but after the 2013 Super Bowl, the PR world came to know it as an unparalleled social media force. Oreo took advantage of a temporary blackout during the game and sent out a well-timed tweet that got more attention than the million-dollar commercials.
Timeliness and Relevance
After the lights went out in the stadium, causing a major delay, the PR experts at 360i’s Super Bowl Command Center in New York City tweeted a picture of a cookie and a glass of milk under a spotlight with the tagline, “You can still dunk in the dark.” According to The Huffington Post, the message was re-tweeted over 10,000 times in just one hour. Today, the tweet has over 15,000 retweets and 6,500 favorites. According to 360i, it also earned 525 million media impressions – over five times the number of people who tuned in to the actual game. This means that Oreo’s tweet reached more people than the actual Oreo Super Bowl commercial.