Digital
You Can Still Dunk in the Dark
Oreo · 2013
- Agency
- 360i
- Campaign
- Dunk in the Dark
Analysis
Oreo answered the 2013 Super Bowl blackout with a tweet and a dark cookie image. The post connected an unexpected live event to the familiar act of dunking an Oreo.
“YOU CAN STILL DUNK IN THE DARK”
Real-time responseProduct ritualVisual restraint
Why it worked
The headline makes sense without an explanation of the game or the brand. A small cookie in a dark field gives the interruption a product connection. The tweet is short enough to read while people follow the event. Its timely joke offers a reason to share an ad during a moment of shared attention.
Lesson
Connect a live event to a product behavior that people already recognize.