Let’s be honest: Some people watch the Super Bowl for the game, others for the commercials, and others still – though this may be a new phenomena – for the social media buzz. (Enter: Me…glued to the Super Fish Bowl and refreshing the #MuseumSuperBowl, only looking up to watch commercials and all the while totally unaware of my beautiful real-life surroundings.) In the aftermath of Super Bowl XLVII, one particular happening (aside from the Ravens win) keeps coming up as a reliable conversation starter in my circles – the timely image that Oreo posted during the blackout that received over 15,000 retweets and 20,000 likes on Facebook:
Buzzfeed quickly posted about how Oreo was able to get this ad up in a timely manner, but why this image has received so much attention is arguably more important. Moreover, there seem to be two, broad misunderstandings regarding the success of the tweet: that it was all about timing, and that this is an exemplary, stand-alone social media win. There’s a bit more to it…
Here is why Oreo scored a touchdown with this image and what nonprofits and businesses can learn from this marketing/PR play:
(…both puns intended).
1) It was a carpet bombing
We were carpet bombed, folks. Oreo grabbed us through multiple media outlets with a string of advertisements and the timely image sealed the deal, crossing marketing outlets in a way that seems to have blown our minds. We had all just seen the $4 million Oreo Super Bowl commercial on our television screens. This ad alone crossed the realm from television (generally low overall weighted value as a marketing channel) to social media (generally high overall value) because it enticed audiences with a brand participation opportunity on Instagram (“chose a side”). Oreo gained tens of thousands of new Instagram followers from its Super Bowl commercial alone.
This is a key factor in the consequent virality of the Tweet Heard ‘Round the World. Oreo had already prepped the market for consequent communications and engagement. They were top of mind to all of us and primed for a win. Oreo knew this, as they were extremely prepared to create a timely ad at some point during the Super Bowl. The virality associated with the Oreo image isn’t just about social media. This is about marketing strategy and understanding the benefits of respective marketing channels and how they can work together to achieve a goal.
The Take-Away: Consider how social media plays into your own goals and overall marketing strategy so that it may be used most efficiently. Social media efforts are generally stronger with support from efforts on other marketing/PR channels and should not operate independently.
2) It was an ad on the one day when we are excited about ads
Audiences generally do what they can to avoid excessive advertising in day-to-day life. However, the Super Bowl may arguably be the single day of the year when we actually look forward to commercials. The fact that our tolerance may have been higher for advertisements on Sunday may have contributed to the Oreo image’s virality. It was clever. It played the game. It gave us exactly what we expected from one of the businesses promoting themselves during the Super Bowl – a smart advertisement. And, critically, it retained the genre classification…it just changed the marketing channel. Would this kind of ad have gone as viral on any other day (provided it was just as timely)? Maybe…but probably not.
The Take-Away: Be aware of what your audience is doing and thinking, and what they expect from you. Not all social media general best practices apply all the time (“Beware of posting blatant marketing messages”). In fact, success may come in finding the appropriate exceptions.
3) It was an all-in-one image
According to Pew Research, we increasingly suffer from A.O.A.D.D (Always-On-Attention Deficit Disorder). This may contribute to the trends we are observing of a movement toward a more visual web. Images are quick and easy. They generally don’t require any additional clicks or even very much time to digest. Most importantly, however, images are easy to share. The sandwich cookie’s PR and marketing team were smart not to divorce the image from the message as this allowed for easy amplification. In other words, they made sharing fool-proof for us.
The Take-Away: Make it easy for online audiences to promulgate and amplify your message.
4) It had perceived effort
It’s one thing to take what is in our digital back-pocket and repurpose it for a timely initiative. This has been wildly successful in garnering online attention before (even when it’s only passive). It’s another thing to think of a quick message and create a professional, branded image in the midst of a “hot moment” on social media. Perhaps that’s what is most impressive: not only did Oreo post something timely – they posted something new and clever. Like the most memorable lines of an improv comedy show, it was quick and it was created for the occasion.
The Take-Away: You want folks’ attention? Show them that you are working for it. Just because you are operating on social media doesn’t mean that it is necessarily low-cost or low-energy to do it right. Sometimes it takes good old hard work and preparedness.
5) It was relevant and posted quickly
This is undeniable. It was an image posted at the right time, and it was relevant to audiences (i.e. we all saw the blackout and we all experienced the stalling of the game). While being quick and timely may have be the most discussed takeaway of the initiative, “timeliness” was hardly the sole factor in the ad’s virality. In fact, organizations like the Getty and the National Museum of American History tweeted timely social media gemstones regarding the blackout whole minutes before the Oreo tweet was posted. While they certainly garnered attention, they did not achieve the level of recognition that the Oreo blackout ad realized. What arguably impressed us most is that all of the elements mentioned above were incorporated in a witty ad that came out quickly.
The Take-Away: Find a way to make your brand relevant when it counts. Aim to promulgate messages at times when they may hit a shared understanding with audiences. Timing matters.
No doubt, the Oreo ad was a big success with regard to online engagement and amplification. This kind of virality is helpful in making brands top-of-mind and (hopefully) sparking affinity for a product or business. While the story and virality of this ad offers significant lessons for nonprofit organizations on social media, the true outcomes of Oreo’s collective Super Bowl efforts will not be truly realized until we know if the ads were successful in strengthening the company’s bottom line and increasing sales.
At the end of the day, social media success pays off in elevating reputation and aiding in achieving organizational goals. If a “like” does not inspire a desired behavior, then – really – it’s just a “like.”