When I was a kid, I’d twist an Oreo apart so I could get to the good stuff first.
On Sunday, Oreo’s brand team and agencies Wieden+Kennedy and 360i had a similar philosophy: Let’s just get to the good stuff.
It’s why they 360i was primed and ready to drop their game-changing Twitpic moments after the power went out at The Superdome. It’s why Wieden+Kennedy helped develop the first ever Instagram call-to-action in a Superbowl ad, and it’s why they didn’t bury it quietly in the corner of their ad’s final shot. They announced it to anyone watching.
There were a lot of big ads this year. Budweiser evoked emotion, Tide was hilarious, but Oreo engaged socially at a level none of the other advertisers did (except for Coke, arguably). So the question becomes clear: For all their extra effort: did it work?
If you listen to the Tweeters and the bloggers, yes. But not so fast, Internet. I’m an analytics guy. We were tracking Oreo throughout the game, and I wanted to see the numbers before I jumped on that band wagon.
I mean…the answer was still a very clear “yes”, we were blown away to see just how well it worked. Check out their game day stat sheet below.
It was one of the more complex social strategies we’ve seen in a Super Bowl ad. Oreo directed traffic from their “whisper” spot directly to their Instagram account, and asked fans to engage…it worked. When the commercial aired, the cookie brand had roughly 2,000 fans. By the next commercial break, they had 16,000. This morning, that total was at 45,000.
Why is this important? Not only did Oreo participate in the game-time buzz, like the majority of social CTAs brands were using, but they now have a 45,000 member audience who’s engaged and active in their community. On Sunday alone, they saw 161,821 engagements on the mobile network. That breaks down to over 5,000 engagements per photo. We’ll go ahead and call that a win.
Every year there’s debate over “which brand won” when it came to ad campaigns during the game. This year, the consensus seemed to be that Oreo crushed. Their “Blackout” Twitpic was ingenious, their “whisper” campaign captivating, and their contest that drove engagement was well thought out. How well did Oreo execute? They sent 63 tweets yesterday that resulted in 77 Million potential impressions.
The photo alone got 14,902 retweets and replies on the day of the game. Overall, Oreo’s Twitter game resulted in 48,639 @replies and retweets. Between all the advertisers, it was the top brand tweet overall and attracted some big names. Check it out:
No one who’s followed the story would be surprised that such big named news networks engaged in the conversation, but what impressed me the most was how many other brands tipped their hats to Oreo. Chevrolet, AOL, Tide, Best Buy, Applebees and AMC Theater all retweeted or replied to the brand on game day. If your ads are attracting other advertisers, it’s hard to argue with your success.
The good folks at Oreo got a lot of credit for their “Power’s Out” photo on Twitter, but they also posted it on Facebook, and saw 29,000 interactions, and over 6,000 shares because of it. Add this to the rest of their fully developed Facebook campaign, and you get their total for the day of 85,000 engagements on nine brand posts. This Facebook buzz helped the brand add over 16,000 fans on Sunday.
Oreo’s engagement on Sunday broke down in some pretty interesting ways. While the click of a “like” button helped add awareness, over 10,000 shares shows the quality of the content they put out. Every one of their eight posts were photos, which helped them stand out from the grey space caused by status updates and links flooding timelines on Superbowl Sunday.
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