Oreo’s long journey to real-time marketing success

Stephen Whiteside

Oreo, the cookie brand made by Mondelez International, caused a sensation among consumers and marketers alike during the unexpected blackout at the 2013 Super Bowl, when it posted this image on Twitter almost as soon as the lights at the big game failed.

Source: Oreo/Twitter

Leading executives from the agency, brand owner and social software company involved told the audience at Internet Week, a digital conference held in New York in May 2013, that the ad was the result of a long-term initiative preparing Oreo to achieve online relevance every day.

The agency view