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.
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. pic.twitter.com/dnQ7pOgC” (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