I will be honest, I spent almost the entire game glued to my phone reading tweets out loud to the rest of the people at the party or making comments in tweet form myself. Apparently so did a lot of other people, with more than 2 million tweets about the game, commercials and that mysterious power outage. When the lights came back on, there was a more interesting winner of the game than the Baltimore Ravens.
What words were trending? Pretty much what you would expect. Here are 10 of the top trenders in no particular order:
- power outage
- New Orleans
- Notbuyingit (a tag examining sexism in advertising)
For all the craziness of the game itself, the winner of the evening was the power outage, not just because Twitter erupted with commentary on it, but because of a little cookie that gave us one of the best examples of on-the-spot, quick thinking, in the moment guerrilla marketing. Within minutes of the lights failing in the Superdome, they had tweeted a picture with the message “Lights out no problem”. The tweet has been retweeted more than 15K times and liked more than 20K times on Facebook. All from a snappy idea on a strange event in the middle of one of the most intense Super Bowls in recent memory.
How did they do it? Simple really. They had all the right people in the same room so that there was no red tape to worry about they could easily come up with quick responses. When the power outage hit they were able to come up with something quick, simple, and catchy.
Oreo has been doing a lot of great things with social media, (Remember this one?) but this time they really stole the show or maybe I should say took the cookie? Far too often it seems like companies are so tightly reigned in they can’t respond with this kind of agility to changing situations. Even an hour of waiting for approval can be too late when it comes to this kind of marketing.
Nailing the idea, Oreo had a room with social media experts, copywriters, artists, and most of all, the ability to just go when the moment struck. So the next time there is a big event, or your company is looking at new ways to do marketing, maybe you should think about taking a page from Oreo’s playbook and build an agile ready to go system.
It is time to face the facts, the way you reach your audience has changed. Until communication professionals and the big decision makers in their agencies really take this to heart they are going to be too slow, too cumbersome, to be able to keep up in today’s market where there is no longer a cycle for news and advertising to follow.