Tag Archives: 360i

Advertisers Get Real (Time) For the Super Bowl

Nothing like a little power outage to get advertisers’ creative juices going, and boy, did they ever take advantage.

Marketers ranging from Oreo to Tide posted tweets and status updates on Facebook, delivering catchy responses to the unusual situation.

Ever since Oreo conducted its “Daily Twist” campaign last year, I had been waiting for the brand to come up with something else in the real-time realm. When the blackout happened, Oreo and its digital agency, 360i, quickly came up with a four-word tweet and an image, and posted it to the Oreo Twitter account.

The quick response happened because Oreo and 360i had planned ahead and gathered a team of agency and brand marketers to “listen to and optimize the chatter on the Internet,” 360i’s president, Sarah Hofstetter, told the Wall Street Journal’s Speakeasy blog.

In another example, Tide and its agency, Digitas, posted a tweet and an image with the words “We can’t get your blackout but we can get your stains out.”

Other brands such as Walgreens sent out timely tweets but didn’t take the time to develop new creative. But after seeing the creative executions from Tide and Oreo, merely tweeting a few words in response to a situation now seems too easy. These brands have stepped up the game, and the response to the tweets shows that people appreciate the effort. The Oreo tweet was retweeted more than 15,000 times as of this morning, while the Tide tweet has shown less traction, with 1,300 retweets. For what it’s worth, Oreo’s post went up three minutes before Tide’s did. First mover advantage?

Expect more marketers to take steps to shorten the creative development process to better take advantage of a moment. For Oreo and Tide, a 34-minute blackout gave them an opportunity to deliver a message that was relevant both to the brand and to the situation. And they got a lot of free publicity to boot – neither one bought an ad on Twitter to promote their blackout-themed tweets; they simply let the Twitter community — and a lot of journalists — do the work.

Advertisements