My plan for this post was to look at the best and worst three ads from Super Bowl 2013. Then four minutes into the power outage, Oreo tweeted this:
Oreo Dunk in the Dark
At that point I, along with thousands of others, were distracted. In only four minutes the Oreo team had produced a classy, on-brand, topical piece. ONLY FOUR MINUTES. Naturally, it was retweeted instantly. Actually, more than 10,000 times in the first hour. The next morning I discovered that it was the work of agency, 360i. They had a team of 15 and the right people for approvals in the same room ready to act on any opportunity, and that they did.
So, that killed my post idea and proved that maybe a $3.5 million TVC spot isn’t always the best way to get people talking about you. Wired has a complete report of how they did it.
If you’re curious, I still haven’t watched all this year’s ads, but Bud Light’s Journey was the first to make me smile.