Super Bowl 2013 Ads Rock Social Media Integration

My favorite Super Bowl commercial this year was for Oreo.  They successfully provided a commercial that was entertaining, and called viewers to action.  Plus their campaign is consistent across Facebook and Twitter.  They got people talking about Oreo online, with friends, re-sharing the video, and placing their vote about Oreo on Instagram.

The television commercial spot during this year’s Super Bowl cost Oreo $4 million according to Mashable.  But Super Bowl spots should be valued even higher with the successful integration across media achieved by some brands.

For example, during this year’s game, 24.1 million Twitter Tweets were sent about the game, which is an increase of 13.7 million over last year (MediaPost).

An ad such as that by Oreo, connects with viewers, engaging them with the brand and a sense of nostalgia and loyalty for why you love the product.  In this case, the commercial directly addressed viewers, requesting they share their favorite part of the Oreo on Instagram.  They connected their campaign directly to other media.  Social Media provides the opportunity to blend content across media, taking advantage of user generated content, and for some brands like Oreo, a strong preexisting fan following.

Screenshot of Oreo’s Instagram page

Searching “#oreo” on Instagram turns up thousands of results, with new posts generated every hour.  Oreo did something new with their advertisement, and they managed to extend their investment beyond those 30 seconds – which is priceless.

Oreo’s Instagram account followers list has increased by tens of thousands since the advertisement ran.  Reps told Mashable they had around 2,000 followers before the Super Bowl, and as can be seen in the image above, they now have over 70,000.  Integration across platforms is extremely valuable to brands, because they can have direct contact with customers, 24/7.  Social Media connections enable organizations to send messages directly into the palms of customer hands on any computer or smartphone device.

Oreo also took advantage of the power outage during the Super Bowl with a timely tweet “Power out? No problem.” (see image).

So, what do you think?  Is Oreo’s integrated marketing campaign on the right track for integration across media?

And which do you prefer, Cookie or Cream? #Oreo



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6 Responses to Super Bowl 2013 Ads Rock Social Media Integration

  1. kristen.mercure says:

    Hi Alina,

    Oreo is winning all the awards, this year and in the last. First, they reinvent their social media strategy for their 100th anniversary by using their cookie as medium for social commentary. The rainbow cookie? The witch’s legs? The Mars Rover? Not only did they make a social splash – they became a traditional media news point. Who knew a cookie could be so topical? Apparently, Oreo did. And now they continue that equity with the Super Bowl commentary. Oddly, the $4 million dollar ad yielded less pass-along value than a tweet constructed in 10 minutes. Thanks to having the right people in the right room at the right time, Oreo extended their paid media into the earned category. It also extended its communication strategy: relevancy that’s about more than the product attributes. Oreo isn’t a cookie; it’s a state of mind.

    [And I am a cookie girl. Taken with a glass of milk, dunked.]

    Kristen Mercure
    CMGT 541, A

  2. Hi Alina,
    Great Post.

    Bill Bernbach (one of the orginal mad men) said about creating great advertising, that : “The Magic is in the product”

    I think that what Oreo has been doing recently is a true reflection of this. When brand managers & agency folk really understand what the product is, what it stands for, why people like it, use it and stay true to it, things like Oreo’s latest campaigns happen. (I also agree with Kristen’s view above.)

    In short I think tis is a great example that one of the core needs for great brand building is knowing your product. This elevates Advertising into an art form. You can agree that the communication connects with you even Even if you don’t really care for Oreo’s ( not at all my case, I’m a double-stuff addict).

    Thank for sharing

  3. BTW, just as I posted this comment. I got this one from yesterday’s Grammys and Timberlake’s return
    More in favor of your point, Alina.


  4. yeirang.lee says:


    It was amazing how Oreo tweeted during the Super Bowl blackout. Koreans are big fan of soccer, not football just like Europeans, so we don’t really get excited about Super Bowl here in Korea. (Plus, I have Super Bowl trauma that my host mother forgot my birthday when I went to school in VA, because it was a Super Bowl day ):) However, I always get to hear about how expensive it is to run ads during the Super Bowl and how much Samsung or Hyundai had to pay for that.

    I really liked the how Oreo took advantage of power outage with their witty tweet, “You can still dunk in the dark.” I found out it was retweeted more than 15,000 times and added 8,000 new followers. I would like to find out how Super Bowl promotions, TV ads, Instagram, Tweeter, etc actually effect their sales.

    Lastly, another cookie girl here. 🙂


  5. yeirang.lee says:

    I found couple of Oreo TV ads on Youtube.
    They are making how you eat Oreo with your family series ads (twist and dunk). It works well in Korea because it’s family oriented country. (Grandpa, Father and Son) (Father and Son) (Father and daughter)

  6. lynnhoff17 says:

    Whatever Oreo is paying their agency, it’s not enough. That “you can dunk in the dark” tweet was quite simply a stroke of absolute genius. What were people doing during the blackout? Checking their smartphones, of course … boom! There was Oreo. Brilliant.

    In terms of Oreo’s presence otherwise on social media, I think it’s a great example of creating community around something that might not otherwise generate community. In our Apple discussion this week we talked about how Apple doesn’t need to kickstart the social media conversations, as it has legions of fans proselytizing for them. But Oreo? Nah, people aren’t going to naturally log on and start raving about cookies (well, my husband might, he really, really loves Double Stufs). But even though it has to take the lead, Oreo creates community in a genuine, fun way.

    One more word on the “dunk in the dark” tweet … as you know it spawned some others, and our social media manager at RSNA got a shout out on hubspot’s Top 10 the next day ( She was feeling the worship from all of us. 🙂