Capitalizing on Opportunity

According to the papers, the Ravens won the Super Bowl.

According to Twitter, the winner was Oreo. And they won with an ad that didn’t go to CBS.

Everyone knew that this Super Bowl was going to be big for second screen viewers. If you aren’t familiar with “second screen” yet, the second screen refers to when television viewers have another screen in front of them, be it a computer, a smartphone, or a tablet. Super Bowl XLVII generated 231,500 tweets a minute, racking up 24.1 million tweets over the course of the whole game.

  • The big moments included:The power outage (231,500 tweets per minute, or TPM);
  • the 108-yard kickoff return by Raven’s Jacoby Jones (185,000 TPM);
  • the Raven’s winning moment (183,000 TPM);
  • Jones’ 56 yard caught pass for a touchdown (168,000 TPM);
  • Gore’s 49ers’ touchdown (131,000 TPM).

Beyonce’s halftime show generated 5.5 million tweets itself, which was more than was tweeted during the entire Super Bowl last year.

Most of the Super Bowl ads had some kind of hashtag tie-in to get people taking it to the second screen.

So why is Oreo the winner?

Oreo jumped on the blackout with this picture attached to a tweet. Their tweet read “Power out? No problem.”

The message caught on almost immediately, getting nearly 15,000 retweets (as of this writing) and more than 20,000 likes on Facebook.

Oreo has a 15 person social media team standing by to react to whatever happened during the Super Bowl. They had their own ad that aired which featured it’s own social media call to action to get people to pick sides: Creme or cookie? (We all know the answer is that it’s a perfect balance.) The team featured copywriters, artists, and strategists to respond to any situation. The company that handled the game day tweeting for Oreo was digital marketing agency 360i,

Oreo proves that while you can’t plan ahead for what might happen on social media, you can plan ahead with the right people to respond to whoever does.

While you might not have the budget for a 15 person social media team, you should still be aware of the trends are where your customers are. Don’t be afraid to drop a relevant tweet. You might just go viral.

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Posted on February 7, 2013, in Biz Tips, Entrepreneur, Market Trends, Newspaper & Journal Articles, Small Business and tagged , , , , , , . Bookmark the permalink. 1 Comment.

  1. Reblogged this on cashzilla.

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