Lessons learned from Oreo on how improvisation, combined with Big Data, can cut through the media clutter. While there will always be debate about which TV spots deliver the most ROI, one thing is certain: no matter how much you've planned ahead, and no matter how deeply integrated your campaign may be, there's no better (or cheaper) way to cut through the clutter than to improvise.
The idea of improvisational marketing is a dangerous one to many of the big brands that advertise around the Super Bowl, for obvious reasons. Even the slightest misstep or off-color remark can go viral and forever damage a brand within minutes. But responding to events in real-time, as they unfold, and weaving your brand into the conversation in a way that entertains and supports your brand proposition, can be the most powerful marketing of all. Sunday's power outage provided the perfect surprise for brands to pounce on creatively.
Tide shrewdly tweeted, "We can't get your #blackout. But we can get your stains out." In a dig at their luxury car rival, Audi tweeted, "Sending some LEDs to the @MBUSA Superdome right now..." At Mondelēz International, our Oreo brand team and their agency partners sat together in a war room and came up with this gem, which has since been re-tweeted more than 15,000 times....
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