Oreo’s Superbowl Tweet

by Rob Williams

The Oreo tweet that sweeped the nation.

No question. Oreo nailed it.

First and foremost, they nailed the timing. This day in age, with how fast news becomes news – timing is everything. In the middle of the Super Bowl, the worlds’ most watched television event, as thousands of fans inside New Orleans Mercedes Benz Superdome, and the millions watching on TV wailed as half of the lights in the stadium went out, Oreo designed, developed and tweeted an ad that won the attention and hearts of millions. While the rest of the world was still trying to figure out what was going on – creating fake twitter accounts, and trying to come up a witty 40 character response to one of the most embarrassing moments in professional sports history – Oreo was designing and creating this masterpiece of design, branding and utter simplicity:

Oreo Super Bowl Tweet

Obviously, every marketing company is discussing how epic this tweet was last night, and we completely agree. 14,413 retweets pretty much speaks for itself. Considering a 30 second advertisement during the Super Bowl costs an average of $3.7 million dollars makes this social media cookie success all the sweeter. There’s no greater feet when it comes to branding than receiving national recognition in a moment like we experienced last night during the Super Bowl. It’s unprecedented.

They nailed the timing. They nailed the design, with the perfect balance of negative space, lighting gradient, reverse type treatments, and a stellar icon. Most of all, Oreo nailed their branding. This tweet will no doubt land itself into advertising and marketing textbooks and be visible for years to come. Not to mention the attention they received last night and will continue to receive all through the week.

Here’s a snippet from Adage’s write up on the event:

“The Oreo graphic was “designed, captioned and approved within minutes,” according to Sarah Hofstetter, president of the cookie brand’s digital agency of record, Dentsu-owned 360i. All the decisions were made in real time quickly because marketers and agency members were sitting together at a “mission control” center, or a social-media war room of sorts, at the agency’s headquarters in the TriBeCa neighborhood of Manhattan. Among those who were there were two brand team members from Oreo, and nearly a dozen creatives, strategists, community managers and social-media listeners.

The agency acknowledged that it was able to make decisions so quickly because the Mondelez-owned cookie brand was a broadcaster advertiser in the Super Bowl, and so was closely monitoring chatter and interaction with consumers on all social media channels. It’s arguable though, that 360i’s simple little execution overshadowed Oreo’s far more expensive TV ad, filled with stunts, that ran in the game before the blackout. That ad was done by independent shop Wieden & Kennedy.”

All it took was a few minutes. Branding and design teamed with stellar marketing make for one powerful combination. Miles Design tips our hats to you Oreo. Well done.

Rob Williams

Director of Inbound Marketing at Miles Design

I put the Marketing in Miles Design. I have a passion for the internet and how it seeks to serve the world. I have vested interest in trying to fix how marketing is perceived. I love to be outdoors. Interests include: mountain biking, adventure racing, and snowboarding.