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SBD/February 4, 2013/Marketing and Sponsorship
CBS Adjusts Ad Schedule Around Super Bowl Power Outage; Marketers Turn To Twitter
Published February 4, 2013
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COOKIES & CREAM ALWAYS RISES: Oreo during the power outage wrote on its official Twitter account, "Power out? No problem. You can still dunk in the dark." AD AGE’s Ives & Parekh noted the tweet was “retweeted 10,000 times within one hour.” 360i President Sarah Hofstetter, whose company is Oreo’s digital agency of record, said the graphic used for the brand's tweet was "designed, captioned and approved within minutes." All the decisions were “made in real time quickly because marketers and agency members were sitting together at a ‘mission control’ center, or a social-media war room of sorts, at the agency's headquarters in the TriBeCa neighborhood of Manhattan.” The agency acknowledged that it was “able to make decisions so quickly because the Mondelez-owned cookie brand was a broadcaster advertiser in the Super Bowl, and so was closely monitoring chatter and interaction with consumers on all social media channels” (ADAGE.com, 2/3). FOXSPORTS.com’s Nancy Gay writes Oreo's parent company deserves “credit for quickly adjusting and capitalizing on what became a social media marketing dream"(FOXSPORTS.com, 2/4).