{"id":3783,"date":"2013-02-04T10:32:49","date_gmt":"2013-02-04T18:32:49","guid":{"rendered":"http:\/\/fwdlabs.com\/blog\/?p=3783"},"modified":"2013-02-04T10:32:49","modified_gmt":"2013-02-04T18:32:49","slug":"dunking-in-the-dark","status":"publish","type":"post","link":"https:\/\/fwdlabs.com\/blog\/dunking-in-the-dark\/","title":{"rendered":"Dunking in the Dark"},"content":{"rendered":"

\"oreo-super-bowl\"<\/p>\n

My copywriter colleague appeared on cue in my office doorway this morning, demanding to know my favorite Super Bowl ad. I said I didn\u00e2\u20ac\u2122t have one.<\/p>\n

The best ad, I said, was a tweet<\/a>. I had plenty of company.<\/p>\n

Oreos\u00e2\u20ac\u2122 quick and quick-witted response to the Big Game\u00e2\u20ac\u2122s big blackout trumped everything in 30-, 60-, 90- or 120-second format this year, including its own whisper spot, a \u00e2\u20ac\u0153meh\u00e2\u20ac\u009d effort at best.<\/p>\n

But, knowing opportunity strikes suddenly and without warning in a digitally-enabled Super Bowl, the Oreo client and its team, digital shop 360i<\/a> and media services power player MediaVest among them, were ready. They tweeted \u00e2\u20ac\u0153Power out? No problem.\u00e2\u20ac\u009d and included a pic of the iconic cookie above the headline \u00e2\u20ac\u0153You Can Still Dunk in the Dark.\u00e2\u20ac\u009d<\/p>\n

They were able to do this because everybody involved–creative and strategy teams and the client–were together in an office at 360i\u00e2\u20ac\u2122s Manhattan headquarters for just this eventuality.<\/p>\n

And they killed. More than 12,500 retweets, over 19,000 likes on Facebook. And once again, Oreo establishes its bona fides as a smart marketer, digitally competent and able to bring the brand to anyone, anywhere and with impact.<\/p>\n

Once again, if you didn\u00e2\u20ac\u2122t need reminding, it was the combination of old and new platforms married to opportunity that sealed this deal. The Super Bowl, in fact, has become as much a platform for state-of-the-digital art plays as it has for the conventional commercial.<\/p>\n

And not incidentally, a testament to the criminally under-appreciated truth that you don\u00e2\u20ac\u2122t need fart jokes, animals, babies or Bar Rafaeli kissing a geek to stand out in a Super setting.<\/p>\n","protected":false},"excerpt":{"rendered":"

My copywriter colleague appeared on cue in my office doorway this morning, demanding to know my favorite Super Bowl ad. I said I didn\u00e2\u20ac\u2122t have one. The best ad, I said, was a tweet. I had plenty of company. Oreos\u00e2\u20ac\u2122 quick and quick-witted response to the Big Game\u00e2\u20ac\u2122s big blackout trumped everything in 30-, 60-, […]<\/p>\n","protected":false},"author":22,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[8,6,7],"tags":[],"class_list":["post-3783","post","type-post","status-publish","format-standard","hentry","category-design","category-film","category-web"],"_links":{"self":[{"href":"https:\/\/fwdlabs.com\/blog\/wp-json\/wp\/v2\/posts\/3783","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/fwdlabs.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/fwdlabs.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/fwdlabs.com\/blog\/wp-json\/wp\/v2\/users\/22"}],"replies":[{"embeddable":true,"href":"https:\/\/fwdlabs.com\/blog\/wp-json\/wp\/v2\/comments?post=3783"}],"version-history":[{"count":0,"href":"https:\/\/fwdlabs.com\/blog\/wp-json\/wp\/v2\/posts\/3783\/revisions"}],"wp:attachment":[{"href":"https:\/\/fwdlabs.com\/blog\/wp-json\/wp\/v2\/media?parent=3783"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/fwdlabs.com\/blog\/wp-json\/wp\/v2\/categories?post=3783"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/fwdlabs.com\/blog\/wp-json\/wp\/v2\/tags?post=3783"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}