Oreo - “Dunk in the Dark”
|Title||Dunk in the Dark|
|Product Category||Biscuits, Bread, Crispbread|
|Campaign Name||Dunk in the Dark|
|Country of Production||United States|
|Date of First Broadcast/Publication||February 3, 2013|
|Media Type||Social Media|
||Golden Award of Montreux, 2013 (Gold Medal) for Viral Marketing|
CLIO Awards, 2013 (Bronze) for Innovative Media
|Chief Creative Officer
When viewers grappled with an unforeseen break in the middle of Super Bowl XLVII, we saw an opportunity to enter the dialogue in a way that would garner the attention and respect of Oreo's audience. Given the lapse in game-play, the timing was perfect to own the moment.
Logistically, this type of real-time content creation involved setting up a central command center at our offices in New York with representation from strategy, creative, community, tech and account. Also seated at the table: key brand execs from Oreo.
How was this accomplished in mere minutes? "You need a brave brand to approve content that quickly," said 360i President Sarah Hofstetter in BuzzFeed. "When all of the stakeholders come together so quickly, you've got magic."
The on-the-fly social ad garnered nearly 15,000 re-tweets on Twitter.