2013: Oreo wins the Super Bowl with ‘dunk in the dark’ tweet
To celebrate the Ad Club of New York's 120th anniversary, The Drum is inviting readers to share their favorite marketing moments from the past 120 years.
Today we feature Oreo’s ‘You Can Still Dunk In The Dark’ tweet from Super Bowl XLVII as our marketing moment since it has been cited by many in the industry as one of the best real-time marketing efforts to date.
During the 2013 Super Bowl, Oreo capitalized on the massive power outage inside of the Mercedes-Benz Superdome in New Orleans by tweeting out the following message:
Power out? No problem. pic.twitter.com/dnQ7pOgC
— Oreo Cookie (@Oreo) February 4, 2013
The tweet, which was created with the help of agency 360i, quickly went viral, amassing thousands of likes and retweets.
The day afterwards, Huffington Post proclaimed that “one of the most buzz-worthy ads of the Super Bowl on Sunday wasn’t even a commercial – it was a mere tweet from Oreo during the blackout.”