THE OREO BLACKOUT TWEET|短视频|广告营销案例【ADGuider广告指南】

奥利奥停电推特

案例简介：描述客户的简报超级碗是美国今年最大的流行文化活动，对于投资大型游戏广告的营销人员来说，这也是一个巨大的一天。2013 年，奥利奥有史以来第一次作为超级碗广告客户进入竞争。他们的目标是利用社交网络最大限度地扩大投资，并度过难关。在第三节中段，体育场意外断电。当观众和评论员努力应对游戏中不可预见的中断时，奥利奥看到了一个吸引品牌观众注意力的机会。时机非常适合拥有这一刻。创意执行奥利奥是一个有 100 年历史的品牌，它利用社交媒体将自己置于文化对话的中心。解决方案 -- 实时重新想象超级碗的最大头条新闻 -- 只是该品牌使用社交媒体反映文化里程碑和事件的更广泛战略的一个例子它的观众。奥利奥停电的推特引起了奥利奥粉丝的共鸣，原因有两个: 1) 因为实时反应是在品牌上 -- 这些类型的机智反应在过去引起了粉丝的共鸣 -- 和 2) 因为时机适合这种特定类型的内容。对简短/目标的创造性解决方案。当评论员偶然发现填补空间的方法时，奥利奥开始社交，以实时回应这一意外事件。洞察: 由于缺乏商业广告、游戏和娱乐，观众会涌向社交媒体讨论发生了什么。奥利奥会在那里见到他们。几分钟内，奥利奥设计并发布了一条与正在展开的新闻高度相关的内容。它现在被称为 “奥利奥停电推特”。 “包括奥利奥代理团队和奥利奥关键品牌高管在内的超级碗指挥中心允许该品牌在故事破裂时快速协调所有利益相关者。结果从一条推特上，奥利奥看到了巨大的影响。“黑暗中的扣篮” 图片在推特和 Facebook 上被分享了 20,000 多次，获得了 5.25亿的媒体印象 -- 是观看比赛人数的 5 倍。事实上，奥利奥在推特上获得了 10,000 多次提及，而不是胜利球队和超级碗 MVP 的四分卫乔 · 弗兰科 (Joe Flacco)。《连线》杂志宣布奥利奥为超级碗冠军，Adweek 将这条推特列为当晚的五大 “广告” 之一。所有这些都是通过零媒体美元实现的。

奥利奥停电推特

案例简介：Describe the brief from the client The Super Bowl is the biggest pop culture event of the year in the U.S. It’s also a huge day for marketers investing in Big Game advertisements. In 2013, for the first time ever, Oreo entered the fray as a Super Bowl advertiser. Their objective was to use social to maximize their investment and cut through the clutter. In the middle of the third quarter, the stadium unexpectedly lost power. While viewers and commentators grappled with an unforeseen break in game-play, Oreo saw an opportunity to capture the attention of the brand’s audience. The timing was perfect to own the moment. Creative Execution Oreo is a 100-year-old brand that has used social to place itself at the center of the cultural dialogue. The solution – to re-imagine the biggest headlines from the Super Bowl in real time – is just one example of the brand’s broader strategy to use social media to reflect cultural milestones and events back on its audience. The Oreo Blackout Tweet resonated with Oreo fans for two key reasons: 1) Because the real-time response was on-brand – these types of quick-witted responses have resonated with fans in the past – and 2) Because the moment was right for this particular type of content. Creative Solution to the Brief/Objective. As commentators stumbled over ways to fill the space, Oreo took to social to respond in real-time to the surprise event. The insight: lacking commercials, game-play and entertainment, viewers would flock to social media to discuss what had happened. Oreo would meet them there. Within minutes, Oreo designed and published a piece of content that was hyper-relevant to the unfolding news. It’s now famously known as the “Oreo Blackout Tweet.” A Super Bowl command center that included Oreo’s agency team and key brand execs from Oreo allowed the brand to quickly align all stakeholders at the moment the story broke. Results From a single tweet, Oreo saw huge impact. The "Dunk in the Dark" image was shared on Twitter and Facebook more than 20,000 times and garnered 525 million earned media impressions – 5X the number of people who tuned in to watch the game. In fact, Oreo garnered 10,000 more mentions on Twitter than Joe Flacco, the quarterback for the winning team and Super Bowl MVP (Source: Topsy). Wired magazine declared Oreo as the Super Bowl winner, and Adweek ranked the tweet as one of the top five ‘ads’ of the night. All of this was achieved through zero media dollars.