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It was groundbreaking because it happened in real time. Most brands hadn’t cracked how to do social media well without many layers of approval slowing things down
Well try working here you get asked for that in every single brief
Can we talk about how it doesn’t make sense, references the wrong sport, and it won a lion...am I missing anything?
It’s so good it’s literally in everyone’s portfolio
^True, but that says less about the actual work and more about the agency/client relationship, which makes mentioning as a benchmark in a brief an insanely stupid endeavor
Yeah CW1, I worked at 360i with the guy that did it (Nuzzo) and he always would talk about how it all happened because they were in the room with the client at time of the blackout, someone mentioned it, they tweeted, and the rest is ad history.
Don’t forget the designer who put the graphic together quickly. As a stand-alone tweet it wouldn’t have been as big. Nothing groundbreaking but it was the real-time nature of it
@CW1 I feel the need to say that it was a reference to dunking an Oreo in milk not a reference to basketball
I worked at 360i at the time when it happened. It seems insignificant now, but at the time, getting ANYTHING approved by a client took days if not weeks, even if it was to Twitter or Facebook. You'd have a "content calendar" and everything would have to be written, art directed, approved, vetted by legal, etc., days and weeks before anything ever made it live.
The oft-quoted stat that kept going around was that it took "less than 11 minutes" from blackout to Oreo tweet. That seems like an eternity in 2018, but at that time 11 minutes from real world event to brand tweet was a blink of an eye. Some people outside the industry even suspected that Oreo was "in" on the blackout somehow, because "there's no way they had that tweet ready." As someone already mentioned, it was only possible because yes, the creative team and account and client were in the same conference room at 360i watching the Super Bowl, literally coming up with the tweet and approving things in real time. Not that impressive now, groundbreaking back then.
That said, yes, it's a mediocre headline, it's a shitty gradient on a very basic comp, and it's not a particularly interesting tweet in general. It's actually completely unremarkable had it not been so "real time" in an age when "real time brand tweets" weren't a thing. Yet it practically changed digital advertising in a way. Brands realized that they needed to be nimble and as on-the-fly as they are now. You can't "join the conversation" when you need 3 rounds of CMO and legal approval to get a tweet out. I worked at 360i and literally every other client we had or came in wanted "their Oreo blackout moment." Great for 360i's business and C-Suite, terrible for the people who actually worked there who had to figure out how to make lightning strike twice.
I get what you’re saying, it wasn’t particularly witty or anything. It’s held in such high regard because it’s sort of the apex of social advertising in this day and age.
I always get mad that Oreo gets credit when Tide and Audi did the same thing that year.
I think we all take it for granted now, but this was the first high profile responsive social media post of its kind.
Ok you said it referenced the wrong sport so...
@CW1 Agreed
SS1, thanks. I’m aware
I did say that. You are right
I think bc it started a conversation. Ppl talked about it - it wasn’t bold or anything but it got noticed. Anything that starts a conversation - from a social perspective - is pretty good. It got ppl talking about the brand. Isn’t that advertising?
As an account person, you should get it more than anyone. You, of all people, should know how hard it is to sell timely work to a client. After all, you’re the one who can’t even get your client to commit to a 30 minute creative call, let alone approve a social post in several hours.
It says something about the agency when this is the only work they’re know for. How many years has it been since that tweet?
It would be extremely hard to eclipse that for any agency