You can't write a marketing blog without posting about the Superbowl. Everyone around the world looks to this event to see what brands will deliver in the most expensive and viewed media space.
There was a clear winner this year that made all the marketing headlines on Monday morning - Oreo. During a power cut that lasted 30 minutes Oreo tweeted the ad below with the caption; "Power out? No problem.". The result? 10,000 retweets in an hour and over 20 000 likes on Facebook.
We can only describe this piece of communication as genius.
It is the creative, witty and quick-thinking needed to execute the ad that made it so impressive. People don't expect brands to be able to react so quickly to unusual circumstances and the relevance of the ad clearly connected with the audience. Oreo
played right into the hands of a very captive and bored US audience
waiting for the power to come on. These people, without anything else to
do were clearly going to be talking to each other and be highly
interactive on social networks.
What brands can therefore learn from this is to to avoid the usual delays of a lengthy sign off process and use instinct to get communications out there. Brands need to be more prepared to have a team ready at any time to create of-the-moment communications that consumers can relate to.
Finally Oreo have shown that you don't always need the budget to create the most cut through. The brand have created the most memorable and talked about 2013 Superbowl ad that cost only a tiny fraction of the millions spent by the other brands on the night.
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