With all the money spent on Super Bowl advertising, it’s amazing that what everyone was talking about the Baltimore Ravens defeated the San Francisco 49ers was a single tweet from Oreo.
When the power went out during the second half of the game, Oreo jumped into the fray with a short but sweet twee: “You Can Even Dunk in the Dark”, which almost immediately went viral.
Ingenious. Simple. Opportunistic. Perfect.
Oreo probably had every other brand scratching their collective heads the next morning, wondering how they could have capitalized on the power outage. Unfortunately, there is no simple answer.
In your digital plans and campaigns, it is difficult, if not impossible, to have tactics in place in case of power outages, earthquakes or any unforeseen events.
But here’s a trick for brands and agencies: have creative people who can think on their feet as part of your team. This is the only way you can aspire to replicate Oreo’s success, since there is no formula for virality.
I would imagine even the person posting the message never imagined it would create any kind of sensation.
It simply caught the attention and imagination of the Twitterverse. It’s the digital version of lightning in a bottle.
Kudos to Oreo on a job well done, but good luck trying to catch lightning in a bottle twice.
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