The epic Oreo cookie ad tweeted during last year’s Super Bowl -- and which took real-time marketing mainstream -- was the result of a prepared, planned strategy. Executives were gathered before game to discuss what kinds of things could be done. That way, the social media and the creative team was together during the game and ideas could be approved within minutes. (During the game, the stadium lights went out for more than half an hour. Oreo's ad tweeted “Power out? No problem.” It included the picture of a simple ad showing the cookie and tagline: “You can still dunk in the dark.”)
Possible implementation.
While we may not need real-time anticipation of events (we're not likely in a position to put out a topic that will go viral), we could do more
planning for traditional media. For example, could we suggest newspaper adds in
St. Louis or Boston depending on who wins the World Series? World Cup?
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