The Baltimore Ravens weren’t the only team on top of their game at Super Bowl 47 Sunday night.
Cookie giant OREOs decided to take the hilarious embarrassment that was the Superdome outage after half-time and capitalize on the dark opportunity. Sending out a tweet that read “Power out? No problem,” OREO was able to whip up a quick ad, saying, “You can still dunk in the dark,” which nabbed 14.7K retweets.
“We had a mission control set up at our office with the brand and 360i, and when the blackout happened, the team looked at it as an opportunity,” agency president Sarah Hofstetter told BuzzFeed. “Because the brand team was there, it was easy to get approvals and get it up in minutes.
OREO had already aired a solid TV ad with their “Cookie or Creme” spot. But they were ready to capitalize on social media as well when the lights went out.
“The big question is, what happens when everything changes, when you go off script?,” Hofstetter said. “That was where it got fun.”
The cookie sandwich got the most play because OREO executives were in the room, ready to give the go-head. Other brands like Calvin Klein and Tide followed suit, but the creme ruled everything around ads on Twitter.