Twitter Successes


Oreo's Super Bowl tweet (dunking time) capitalizing on a power outage.

Exhibit 15.2   Oreo wins Super Bowl — capitalizing on a power outage, it reminds consumers it’s Oreo dunking time.

During the 2013 Super Bowl, Oreo capitalized on the massive power outage inside of the Mercedes-Benz Superdome in New Orleans by tweeting out the message: “YOU CAN STILL DUNK IN THE DARK”, reminding consumers that it’s Oreo dunking time. As seen from Exhibit 15.2, this created a buzz on the network generating thousands of retweets and likes.


KitKat’s #bendgate tweet

Exhibit 15.3   KitKat’s #bendgate.

When chatter on Twitter started picking up around the news that iPhone 6 was bending in people’s pockets, KitKat jumped in with a tagline: “We don’t bend, we break” (Exhibit 15.3). The buzz generated helped KitKat build brand and advertising salience.

These examples highlight some best tweeting practices. They capture the moment, connect with what’s happening at the time (Oreo time), or latch onto a trend (#Bendgate). They are also creative and entertaining, and have catchy tag lines.

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