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Nabisco, the makers of the Oreo cookie brand, was so bold and daring that clearly it won the ad wars. Shortly after the lights went out Nabisco and ad agency 360i, quickly ceased the moment tweeting out, “Power out? No problem. You can still dunk in the dark.” The tweet caught fire, and as of this writing had been retweeted thousands of times. Someone on Oreo’s graphic design is deserving of a raise.
How did the brand and 360i do it? According to agency president Sarah Hofstetter, “Because the brand team was there, it was easy to get approvals and get it up in minutes.” Oreo had already aired a solid TV ad with their “Cookies or Crème spot, which makes this additional opportunity all the more tasty.
Other companies took to Twitter during the blackout to promote their brand, including Tide and Calvin Klein. The official Twitter blog reports there were more than 24.1 million tweets about the game, the ads, and the halftime show.
The peak of the interest in Twitter activity for fans came during the blackout, when there were 231,500 tweets per minute, and during Beyonce’s halftime show, when 268,000 tweets per minute marked the end of her show.
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