Social media is a staple in society. Using it to a company’s advantage can prove for an overall high success rate with advertising. In 2013 the Sunday, Super Bowl XLVII will be forever known for its power outage. Ninety seconds into the second half, the lights went out in the Super Dome, leading to a 34-minute delay. When everyone saw a crisis, Oreo’s PR team saw an opportunity.
Just minutes after the blackout, Oreo’s PR team created a tweet that was worth millions of dollars in advertising. They tweeted an advertisement that read, “Power outage? No problem. You can still dunk in the dark.” After the power came back on the tweet had already been shared more than 12,000 times. “We had a mission control set up at our office with the brand and 360i, and when the blackout happened, the team looked at it as an opportunity,” 360i president Sarah Hofstetter. Although Oreo had an advertising spot during the super bowl, their viral tweet was said to have generated more publicity. This is the definition of a PR team works that fast and that creatively.