I have something to confess.
I’m an Oreo brand marketing fan girl. Ever since their “Daily Twist” campaign last year, their Facebook page updates always have me gushing for more and yesterday’s Super Bowl social media campaign was no different.
It was both relevant and creative and seamlessly integrated social media and advertising efforts. There are some extremely practical public relations tips to take away from this buzz worthy day for Oreo.
1. Building a Platform on Current Events
It’s no secret that Super Bowl Sunday is the biggest day for advertising. Watching to see who has the wittiest ad has become almost more of a sport than the football itself. Oreo took an incredible advertising opportunity and launched an interactive social media campaign based on their hilarious “Whisper Fight” ad spot. By starting with a big current event, Oreo entered the larger conversation for a chance to get noticed.
2. Integrating the Campaign to Every Marketing Platform
Oreo did not stop with a slapstick library fight over whether cookie or creme is better. It brought the debate to the people on Instagram. Fans were encouraged to cast their vote via Instagram with the hashtag #CremeThis or #CookieThis, and Oreo recreated the Instagram images with either creme or cookies depending on the vote. This worked so well because fans had a hand in co-creating the content. Some of the Oreo artwork is beyond breathtaking.
3. Working in Real Time with the Brand Decision Makers
To top off this carefully planned campaign, the Oreo team was on their toes during the game ready to seize any social media opportunity. They stole the show when the power went out in the Superdome during the 3rd quarter and they responded in minutes with a simple, relevant tweet.
Sarah Hofstetter, president of 360i (the agency behind Oreo’s campaign)–explained to BuzzFeed, “We had a mission control set up at our office with the brand and 360i, and when the blackout happened, the team looked at it as an opportunity…Because the brand team was there, it was easy to get approvals and get it up in minutes.”
Sometimes improvisation works, but it is imperative to have the brand decision-makers nearby for final approval. If your boss or client is not willing to respond quickly to a change in plans, you may miss out on valuable social media moment. Social media celebrates real time.
4. Engaging Fans with a True Sense of Humor
On top of moving quickly, Oreo reacted in a comical meme style, which humanized the brand in a refreshing way. As of Monday, February 4th at 4:30 pm the tweet had been retweeted over 15,000 and the corresponding Facebook post had been shared nearly 7,000 times. This off-the-cuff image proves that a smart social media post can go a long way–even on the biggest advertising day of the year.