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Entrant: 360i, New York
"The Oreo Blackout Tweet"

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  • Corporate Name of Client:
    Mondelēz International - Oreo
  • Group Account Director :
    Sandra Ciconte
  • Account Director:
    Celeste Pulman
  • Digital Agency:
    360i, New York
  • Chief Creative Officer:
    Adam Kerj
  • Group Creative Director:
    Michael Nuzzo
  • Creative Director:
    Adam Gloo
  • Copywriters:
    Nick Bayne
    Nick Panayotopoulos
  • Art Director:
    Roberto Salas
  • Senior Strategist:
    Maggie Walsh
  • Technical Director:
    Layne Harris
  • Content Manager:
    Lexie Perez
  • Associate Community Manager:
    Sebastian Saldarriaga
  • Description of the Project:
  • The Super Bowl is the most watched television spectacle in the United States. This year, a power failure interrupted the big game, sending 100 million+ viewers racing to social media to discuss what had happened.
    Within minutes, Oreo tweeted a carefully crafted response. The brand’s audience was immediately engaged: the image was shared on Twitter and Facebook more than 15,000 times in the first hour alone.
    In total, this tiny tweet received weeks worth of press and more than 525 million earned impressions (5X greater than the number of people tuning in to the game). All for zero media dollars.