Oreo Seizing Opportunity

For those who watched the Superbowl there were a few notable and buzz-worthy moments.  Of course, there was the game and the numerous ads...some loved and some soon to be forgotten, and the Beyonce half-time show.   However, the most notorious had to be the over 30 minute black-out within the New Orleans Superdome.  Never before had there been a blackout during the middle of a Superbowl game.  With panic and things in disarray, Oreo emerged the victor in this time of darkness.  While fans and NFL commissioners alike were wondering where did the lights go, Oreos took to Twitter with a great ad and tagline reading "You can still dunk in the dark".  I applaud Oreos for this move because it was risky.  Within minutes of the blackout the advertising agency for Oreos were already viewing the blackout as an opportunity to make waves.  And although no one knew if this last minute idea would be a hit or a failure, top executives at Oreo decided to take a chance and see.  It paid off as the tagline and ad were retweeted over 13,000 times.  This is what I think is so valuable for a brand engaging in social media.  Even in a time of panic and uncertainty they can go unscripted and manage to still be relatable and fresh.  Oreo's didn't push the idea or problems that are associated with the blackout that was frustrating so many fans.  Instead, they found a smooth way to interrelate their product with the unpredictable blackout in a smart and appealing fashion.  While other brands were snoozing, Oreo seized the opportunity presented by the blackout and had people talking and desiring the taste of an Oreo even in the darkness.