Oreo was one of several advertisers that created instant ads during the Super Bowl and sent them out via Twitter.
Oreo’s ad, pictured below, was send out with a tweet that read, "Power out? No problem."
Wrote Paul Farhi in The Washington Post about the tweeted ad, "The instant-advertising era may not have been born Sunday night, but it took its first assured steps during the 34-minute power outage at the Super Bowl in New Orleans.
"Oreo (of all products) was the runaway winner, with a now legendary tweet-cum-ad that tied the 100-year-old cookie to the zero-dark-34 minutes at the Superdome. As players milled on the half-lit field, Oreo created the ad and pointed its thousands of followers to it."
Ad Age said the tweeted ad was retweeted 10,000 times within the first hour that it originally went out.
The Washington Post article added, "Ads like Oreo’s piece presuppose a 21st-century leap in both process and form. The process is, of course, lightning fast; Oreo’s ad team took just five minutes to conceive and produce the ad, according to company spokeswoman Laurie Guzzinati. It also required that ad agency and client executives be at the same place at the same time. Marketing executives from Oreo’s parent company, Mondelez International (formerly Kraft Foods), were assembled during the game in a “social-media command center” at its digital ad agency in New York, 360i, ready to jump on any development. The group included the agency’s creative directors and its tech-support team.
"The form — social media — also speeds response times by eliminating the middlemen, that is, the mass media. By posting to a social media channel, Oreo didn’t need to reserve TV airtime or print space in advance. It was able to move at the speed of the news."
The Post article also noted: "Advertising pros were among those impressed. The ad was a ‘brilliant use of the medium,’ said Bob Dorfman, a creative director at Baker Street Advertising in San Francisco who assesses the marketability of sports stars. He called it, a ‘textbook example of how Twitter can be used in real time to tailor a product message.’ "
Farhi ends his Post article with the line, "Next up: the Oscars"