The Oreo “Dunk in the Dark” (2013) Campaign Case Study

Maximum Impact
September 28, 2023

The Oreo “Dunk in the Dark” campaign, which took place during Super Bowl XLVII in 2013, is a notable case study in real-time marketing and social media engagement. Here’s a detailed case study of the campaign:

Background:

The Super Bowl is one of the most-watched sporting events in the United States, attracting millions of viewers.
Oreo, the popular cookie brand owned by Mondelez International, aimed to capitalize on this massive audience to boost brand awareness and engagement.

Objective:

Seize the moment and create a memorable marketing message during the Super Bowl to engage with the audience.

Key Elements of the Campaign:

1. Real-Time Marketing:
  - Oreo’s marketing team was prepared to respond quickly to events during the Super Bowl, taking advantage of real-time marketing opportunities.
2. The Power Outage:
  - During the Super Bowl, there was a sudden power outage at the Mercedes-Benz Superdome in New Orleans. The game was paused, and the stadium went dark for more than 30 minutes.
3. The Tweet:
  - Oreo’s marketing team saw this as an opportunity and quickly created a tweet that featured an Oreo cookie in the dark, with the caption: “Power out? No problem. You can still dunk in the dark.”
4. Timely Posting:
  - The tweet was posted on Twitter and shared on other social media platforms just minutes after the power outage occurred.
5. Engagement and Virality:
  - The tweet went viral almost instantly. It was retweeted thousands of times within a matter of hours and garnered significant attention and praise from both the public and the media.

Results and Impact:

1. Social Media Engagement:
- Oreo’s tweet received over 15,000 retweets and 20,000 likes within a few hours.
- It became one of the most retweeted brand tweets at the time.
- Oreo’s Twitter following increased significantly in the days following the campaign.
2. Impressions and Reach:
- The tweet generated millions of impressions on Twitter within hours, as it was shared and discussed by users worldwide.
- The campaign’s reach extended far beyond Oreo’s existing social media following.
3. Media Coverage:
- The campaign received extensive media coverage, with numerous news outlets and blogs reporting on Oreo’s clever real-time response.
- This media coverage multiplied the campaign’s impact and reached audiences beyond social media.
4. Brand Perception:
- Oreo’s quick and creative response during a major event enhanced the brand’s image as innovative and witty.
- The campaign reinforced Oreo’s position as a brand that could capitalize on timely opportunities.
5. Cultural Impact:
- The “Dunk in the Dark” tweet became a cultural sensation and sparked conversations both online and offline.
- It set a benchmark for real-time marketing in the digital age.
6. Media Value:
- PR experts estimated the media value of the campaign to be in the millions of dollars, considering the widespread media coverage it received.
7. Increased Sales:
- While specific sales figures directly tied to the campaign may not be available, the increased brand visibility and positive perception likely contributed to increased sales and brand loyalty in the long term.
8. Industry Recognition:
- The campaign earned industry recognition and numerous awards for its creative and effective use of real-time marketing.

In conclusion, Oreo’s “Dunk in the Dark” campaign is a standout case study in real-time marketing and social media engagement. By responding quickly and creatively to a real-world event, Oreo managed to engage a massive audience, boost brand perception, and create a lasting example of how brands can leverage timely opportunities in the digital age.