Library Whisper Fight, Instagram mayhem & a lightening quick tweet send Oreo into touchdown
As the Ravens and 49ers battled it out on the field, the true head to head was playing out in the ad break. Cookie versus crème. Oreo’s campaign, which pitted biscuit lovers against soft centre fans, emerged as one of the winners of the competitive 2013 Super Bowl commercial breaks.
‘Whisper Fight’, from agency Wieden + Kennedy, opened on a pair of students discussing their favourite part of an Oreo and followed an escalating unfurling in a public library. Tempers flare and carnage ensued, but voices remained comically hushed.
Ending with an invitation to ‘Choose Your Side’ at Oreo’s Instagram account, the spot successfully raised the brand’s Instagram followers from 2,200 to 35,150 (at the time of writing). Giving the campaign an extra depth, Instagram users can tag their photos with #cremethis or #cookiethis and Oreo will try to recreate the image using either the crumbly brown stuff or gooey white centre.
And while Oreo might have left it at that, the brand had one final ace to play – a super-responsive Twitter feed. Sports fans were left in the dark due to a power cut, which delayed play for half an hour – but the brand’s social media agency 360i were quick off the mark with a couple of cheeky Tweets. One read ‘Power out? No problem’ with a dimmed-down photo proclaiming ‘you can still dunk in the dark’ - and garnered over 14,000 re-tweets. A second fed into the #cremethis campaign and featured a crème-sculpted light bulb.
With smart, reactive social media, not to mention one of the funniest TV spots of the night, are Oreo the real winners of Super Bowl 2013?