Exhibit 21.4 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 is Oreo dunking time. As seen from
Exhibit 21.4, this created a buzz on the network generating thousands of retweets and likes.
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Exhibit 21.5 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 21.5). 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. Importantly too, the creativity is intricately tied to the brand. For instance, “We don’t bend, we break” cleverly plays on KitKat’s well-known tagline, “Have a Break, Have a KitKat”.
