Oreo emerged as the social media winner during the power outage at the Super Bowl in New Orleans on Sunday night. The 34 minute black out, during the third quarter of the game between the Baltimore Ravens and San Francisco 49ers, stopped play and left television viewers without a feed. Oreo’s Twitter feed quickly came up with a response: “Power out? No problem. pic.twitter.com/dnQ7pOgC”, with a link to the following image, “You can still dunk in the dark”.
The Dunk in the Dark ad was developed at 360i, who happened to have their creative team gathered with Oreo’s marketing executives to guide social media response to the game.