Here's some thoughts and links on how Oreo won the Super Bowl marking game.

1. The Oreo Control Room
+ Office Hours
with Jen Lee Reeves

2. Super Bowl Opportunity
• 108.7 million TV viewers
• 26.7 million tweets
• 38% ads included Twitter
hashtags
• 7% ads mentioned Facebook
Sources: Nielsen/Altimeter Group
Photo credit: rmommaerts/Flickr
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3. Tweeted by @ryanlawler:
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4. Twitter Statistics
• 50% of 52 ads mentioned Twitter
• #clydesdales most tweeted hashtag
• 54,000 tweets
during the game
• 60,000 offering
foal name
suggestions
Statistics from a Twitter blog post
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5. Biggest Twitter Moments
(Tweets Per Minute/TPM)
• End of Beyonce’s performance: 268,000 TPM
• Destiny Child reunion: 257,500 TPM
• “Single Ladies” song: 252,500 TPM
• Stadium blackout: 231,500 TPM
• 108-yard kickoff return: 185,000 TPM
Stats from a Twitter blog post.
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6. Biggest Branding Moment
• Oreo tweet:
16,057 retweets
• 6,149 favorites
• 21,323 likes on
Facebook
• 6,970 reshares
Statistics gathered by looking at the original posts on Twitter and Facebook
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7. “Pop Culture through
the Eyes of Oreo”
• Daily Twist campaign
• 6 months
• Pop culture themes
• Grew its social ties
• Super Bowl TV ad
• Instagram campaign
• Control room
Learn more about 360i’s Oreo strategy on its website. 7

8. The Real Time Approach
• In the same room:
– Strategy
– Creative
– Community
– Tech
– Account
– Oreo brand executives
• An “Oreo moment” won’t happen every time
Learn more details from 360i blog. 8

9. “This is hard to do and needs to
be done all the time.”
-Ben Winkler, OMD
Interviewed on American Public Radio’s
Marketplace
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10. Brainstorm Opportunity
• Who needs to be a part of a decision?
• How can you create a control room during a
campaign?
• How can you start building your social strategy
now?
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11. Next Week
Building Lists on Twitter and Facebook
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12. Now… Time For Your Questions
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