Things You Can Do In The Dark

In Real Estate its all about Location, Location, Location.
In Comedy they say timing is everything.
In Advertising they say Content is King.

On February the 4th when ‘the world plunged into the darkness’ the team from 360i assembled in their war room, applied the above principles and created what I believe is one of the best advertisements of its time.

For those of you who don’t know let me give you a little bit of the backstory. During the third quarter of Super Bowl XLVII when a power outage at the Superdome stopped the game for 34 minutes, Oreo’s advertising team sent out a tweet that said, “Power out? No problem” with a picture of a single Oreo slightly lit with the caption “You can still dunk in the dark”. Within moments of the tweet being published it had over 15,000 Retweets and over 20,000 Facebook likes.

Screen Shot 2014-08-28 at 3.59.17 pm

Now I know what you’re thinking, it’s just a coincidence that these things happen at the same time. But let me tell you, there’s no such thing as coincidence in advertising. Oreo’s advertising agency 260i had a Social Media team with Strategists, Copywriters and Artists ready to jump on anything interesting that might happen during the world’s biggest sporting event.

So why do I think this is one of the best Ads of it’s time?

Location, Location, Location  – Where else can you get over 30,000 people talking about your product within seconds of placing your advertisement other than Social Media?
Timing is Everything – When a major event happens in the world most people hear about it first through Social Media. Oreo was ready and when the opportunity presented itself they pounced.
Content is King – It’s a simplistic image and message but beautifully summed up the moment.

Post by Adrian McLeod

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