Oreo's Real Time Marketing: The ‘Dunk in the Dark’ Campaign

Abstract:

Oreo, a sandwich cookie made by the Nabisco division of Mondelez International, is sold worldwide and has a history of over 100 years. With the emergence of social media, Oreo began adopting new marketing strategies to capture the imagination of its customers. Real time marketing is a new trend which depends on social networking sites. In February 2013, Oreo won the hearts of the audience with just a tweet and an image when power went off for 34 minutes during the final match of the Super Bowl, America’s highest level of professional football. The case discusses the connect Oreo established with its customers, the success of its real time marketing, and how only a few real time marketing attempts are successful while the majority fail.

Issues: » What real time marketing is » The importance of social media in marketing » The challenges and opportunities of social media Introduction February 03, 2013, was a big night for the Americans especially for those living in New Orleans, Louisiana, USA. It was the final match of the Super Bowl, the annual championship game and America’s highest level of professional football, between the San Francisco 49ers and the Baltimore Ravens. But the audience was in for a shock. A technical fault in the Mercedes Benz Superdome caused a power outage and 34 minutes of darkness. Play was halted...

Key words:
Oreo; Marketing; social media; customer connect; campaign; social media channels; real time response; buzz; real time marketing

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