Dunking in the dark
* CLIO Awards (Bronze) - Social Media
* CLIO Awards (Bronze) - Innovative Media
* Adweek Project Isaac Award - Social Media Invention
* Golden Award of Montreux - Viral Marketing - Gold Medal
* Food & Beverage (FAB) Awards - Viral Marketing - Finalist
* Digiday Awards - Best Creative - Finalist
When viewers and commentators alike grappled with an unforeseen break in the middle of Super Bowl XLVII, we saw an opportunity to help Oreo enter the dialogue in a way that would garner the attention and respect of the brand’s audience. Given the lapse in game-play, the timing was perfect to own the moment.
Within minutes, we concepted, designed and published a piece of content that was hyper-relevant to the unfolding news. Since we had established a Super Bowl command center at our New York HQ that included key brand execs from Oreo, we were able to quickly align all stakeholders on the brand's official response as the story was still breaking. This type of snap collaboration was not new for Oreo, however, as the brand had laid a foundation for real-time, culturally relevant content creation through the Daily Twist program and similar efforts during the previous several months.
From a single tweet, the brand saw huge impact. The "Dunk in the Dark" image was shared on Twitter and Facebook more than 20,000 times and garnered 525 million earned media impressions – that’s 5X the number of people who tuned in to watch the game. Wired magazine declared Oreo as the Super Bowl winner, and Adweek even ranked the tweet as one of the top five ‘ads’ of the night.
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