During last year’s Super Bowl between the Baltimore Ravens and San Francisco 49ers, the power at the Superdome in New Orleans went out for 34-minutes.
Seizing the moment, Oreo published a tweet that stole the thunder from all the other advertisers:
The tweet was a combination of a savvy brand that had enthusiastically embraced social media, excellent creativity and terrific timing. It thrust Oreo into the spotlight, stealing the thunder away from brands that had spent millions of dollars on TV spots.
The big challenge facing Oreo was how to not only seize the moment but leverage it as more than just a one-time thing. With a golden opportunity to keep the momentum going, Oreo had to create a plan to keep the ball rolling.
At meshmarketing on Nov. 7 at the Toronto Reference Library, one of the sessions will be a case study on how the “Dunk the Dark” tweet was nurtured and propelled into a multi-faceted campaign.
Join Pam Clarkson from Mondelez Canada, and Laurie Dillon-Schalk and Helen Androlia from Draftfcb on how the Oreo Canada team handled the expectations and challenges of “Dunk in the Dark”.
Tickets for meshmarketing are $199 until Oct. 30 (a sweet deal for a great day of digital marketing insight). Here’s the complete schedule, and a “magazine” (see below) with more details about the speakers and meshmarketing.
