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Blackout Marketing: Real-time Twitter Campaigns during the Super Bowl

February 4, 2013 Leave a comment

If you haven’t seen the Twitter campaigns by Tide or Oreo yet then you’re missing out on two great examples of brands that thought quickly and decisively to use social media to create buzz during the super bowl. These examples are great uses of “Newsjacking” to drive reach and brand presence, capitalizing on the fact that they had already made a major investment by advertising during the Super Bowl.

Oreo-Superbowl-Blackout

Tide-SuperBowl-Blackout

4 Tips on on how you can leverage quick thinking and social media for your brand:

  1. Know your brand and your audience. Keep your brand tone/intent in check without being overly cheeky
  2. Have all of the right stakeholders available or on speed dial during key events.
  3. Monitor social chatter and stay on top of current events.
  4. Use the appropriate trending hashtags to get your brand seen.

Here are a handful of great articles on how these brands were able to get creative developed and approved so quickly during the Super Bowl:

Marketing Land: Brands Newsjack the “BlackOut” by Matt McGee
Age Age: Marketers Jump on Super Bowl Black Out to create Real Time Campaigns
Forbes: Behind the Scenes at Oreo’s Super Bowl Slam Dunk
Best & Worst Marketing Campaign Execution in SuperBowl 13

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