Best of the Decade: When Oreo won the Super Bowl with one simple tweet

The brand stole the show in 2013 with its smart social media move

Published On
Dec 30, 2019

Editor's Pick

Creativity looks back on the brand ideas and campaigns that made the last decade. See the full lineup here

Best of the Decade

Oreo arguably “won” the Super Bowl in 2013 when it jumped on the game’s unexpected third-quarter power outage at the Mercedes-Benz Superdome in New Orleans.  The brand along with agency 360i, posted what’s now known as the “Blackout Tweet,” which saw 10,000 retweets with the hour and arguably earned more attention than the other big names that had spent big bucks for air time during the game. The success of the tweet went on to inspire other brands (and Oreo itself) to create and fortify their own social media “war rooms” in the hopes of reaping similar rewards for subsequent Big Games and other cultural moments, but arguably none lived up to the success of the original.