Dear Beyoncé, what dress?

While I was fast asleep (in Kuwait), over 111 million people were glued to their television screens (or had the TV on in the background as they fought over chicken wings and passed the guacamole) watching the Super Bowl.

No, wait. I take that back. I hear all those people were in fact just enjoying Destiny’s Child’s reunion as the not-so-single ladies pounced around the stage and gave a stunning performance that revolved around a series of splits and spread eagles. I bet girls all around the world are already trying to fashion similar costumes out of trash bags, skimping on the extensive amounts of leather and lace used by Blue Ivy Carter’s mommy. Also, how and why are we calling that a dress? Isn’t undergarment the term we’re looking for?

But whether America loved or hated the risqué performance, we all know that the Super Bowl commercials are always the stars of the show. This year’s commercials did not wow, if anything they were disappointing. If I had to choose the best of the worst, I’d pick Best Buy’s Asking Amy as my favorite. The rest of the commercials simply revolved around celebrities and lacked oomph. In the absence of oomph and during an unexpected blackout, social media saved the day.

According to Twitter, the buzz about the power outage peaked at 231,500 tweets per minute. Parody accounts popped up, almost as good as those that were created during the presidential debate. Frank Caliendo tweeted, “Never use the toaster and the microwave at the same time during the Superbowl. #LightsOut” and Lance Ulanoff wrote, “This is a publicity stunt for Star Trek: Into Darkness#SuperBowl #Blackout”. But who won? According to SocialMediaToday, “Oreo Won the Advertising Super Bowl with a Single Tweet”.

Even before a power outage halted Super Bowl XLVII, it’s likely that many CMOs were pacing nervously as a seemingly runaway Baltimore Ravens victory threatened to undercut their second half television ad spends. While Twitter mostly devolved into snarky punditry and fake accounts for inanimate stadium features during the blackout, one savvy brand cut through the chatter with a simple, clever tweet and won the evening.

Oero Cookie

Image courtesy of Twitter

The fact that the cost of an ad during Super Bowl XLVII is around $3.7 million makes this social media win all the sweeter, especially since many of those brands who invested in :30 TV spots have been universally panned for crude humor and a lack of creativity.

I’m currently working in social media at an advertising agency (on a much smaller scale) and I am very impressed by Oreo’s fast response. They acted fast, got approvals and tweeted an image that received more positive engagement than their Cookie vs. Cream Super Bowl commercial. It may even have turned any negative sentiment toward that commercial which is supposedly similar to a scene in The Other Guys. It’s these moments that assert the power of social media in today’s world. Well, collective effort, team play and cooperation must have played a huge role in the Oreo tweet but who wants to hear about that? Blackout or no blackout, I think all those brands are going to produce exclusive online content next year to flood Twitter and Instagram. You know, just in case Dementors descend on the stadium to watch the big game

And when it comes to Oreo cookies, I say CREAM.

12 thoughts on “Dear Beyoncé, what dress?

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