There were plenty of topics of conversation to cover from yesterday’s Super Bowl extravaganza. Of course, many started in real-time on social media during the game itself. Alicia Keys, Beyoncé, Ray Lewis’ last hurrah, why the 49ers didn’t show up until the second half—all had heavy play on Twitter.
But in the game’s aftermath, perhaps no social media move by a brand attracted so much attention as Oreo’s news-jacking of the third-quarter power outage in the Superdome. While the players tried to stay loose, social media teams exhausted themselves in creating clever messages around the blackout. For example, PBS suggested viewing alternative programming: “Downton Abbey.” Audi, Tide, Volkwagon and other brands also chimed in as well.
Oreo, though, took it a step further, creating a kind of a micro-ad on the fly, with “Power Out? No problem” in the body of the tweet, and “You can always dunk in the dark” as the tagline for a creative graphic.
As Will Oremus pointed out in the Future Tense blog on Slate, Oreo’s tweet was hailed as nearly magical by the marketing and business press—like AdAge and The Wall Street Journal—and the other brands that participated in this social news-jacking also received ink around their efforts.
But there has been some backlash. Oremus questioned why Oreo’s tweet was seen as so groundbreaking, and wondered why it was gushed on by the media. After all, social media efforts should push the envelope. Shouldn’t tweets such as Oreo's be executed as the normal course of social media business?
What do you think? Was the Oreo tweet much ado about nothing, or newsworthy in and of itself?
Follow Scott Van Camp: @svancamp01