SXSW Super Bowl Mondelez

Oreo's Dunk in the Dark Super Bowl tweet 'a huge win' and 'a huge failure' states Mondelez digital chief


By Stephen Lepitak, -

March 10, 2014 | 3 min read

Oreo's Dunk in the Dark Super Bowl viral tweet was 'a big win' but also 'a big failure' according to Mondelez VP of global media and consumer engagement, Bonin Bough.

Speaking on a digital marketing panel at SXSW, Bough, one of the marketing industry's most regarded social and digital executives, briefly highlighted the work his company was doing with Oreo, including 3D printing the cookies at a stand in the middle of the festival.

He claimed that despite the thousands of retweets the Dunk in the Dark real-time tweet achieved, sent during the blackout at the 2013 SuperBowl, it also highlighted the failing of social marketing by its singular channel trappings.

He agreed with a point made by fellow panelist, Vanessa Sain-Dieguez, who stated that she didn't believe there would be a role called social in the next few years as silos are broken down, and added that brands were now seeing how social interacted across the entire ecosystem.

"The spending is so small and I look at what we did with the Super Bowl, a huge win in a lot of respects, but on the other side of the fence a huge failure because it was only limited to social media and Facebook," stated Bough.

"Firstly we didn't spend enough money behind applying that post - but can you imagine if that was connected to the broader media ecosystem and the moment that happened we were able to turn that on across digital out of home, website, on television? What we've been working on is things like how do we begin to integrate social into the entire communication ecosystem. For us, that is where out focus is now and less about continuing to figure out the processes that stand along just for social, but how we bring that into our broader media planning process."

Later on the panel, IBM Social Business global marketing manager, Renee Ducre, stated her belief that IBM's computer system, Watson, could be the answer to social media department problem of generating responses to customer messages.

SXSW Super Bowl Mondelez

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