Oreo's 'Dunk in the Dark' Ad

About

Oreo's "Dunk in the Dark" ad was a quick-witted response to the unexpected power outage during Super Bowl XLVII in 2013. The blackout, which lasted for 34 minutes, provided an unexpected opportunity for brands to engage with viewers on social media. Oreo's social media team, supported by ad agency 360i, swiftly created and posted a tweet featuring a dimly lit Oreo cookie with the caption "You can still dunk in the dark." This humorous message resonated with the public, generating nearly 15,000 retweets and over 20,000 likes on Facebook. The campaign's success was not just in its immediate engagement but also in its strategic planning. Oreo had established a social media command center to respond to real-time events during the Super Bowl. This setup allowed them to capitalize on the blackout, turning it into a memorable marketing moment. The "Dunk in the Dark" tweet is often cited as a prime example of real-time marketing, showcasing how brands can leverage unexpected events to connect with their audience creatively and effectively.