Lowdown: News-jacking

This brief article discusses how Oreo used a well timed tweet as a type of 'news-jacking' in order to achieve 525m earned impressions during the US Super Bowl event.

Lowdown: News-jacking

Nadya PowellMRY

Whether you attended Cannes or not, you're probably familiar with Oreo's daily twist campaign which deservedly won the Grand Prix. The premise was that by being immediately culturally relevant, Oreo could steal attention from more traditional, planned, and undoubtedly more expensive, forms of advertising. And it worked. During the Super Bowl blackout, Oreo tweeted 'you can still dunk in the dark' and achieved 525,000,000 earned impressions and was awarded 'best ad' of the Super Bowl, an accolade typically reserved for a 30-second TV spot.

Oreo is making use of news-jacking, also known as culture-jacking, the...

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