February 05, 2014
You may have heard that the lights went out at the Super Bowl the other day. You may have also heard that Oreo stole the show with this tweet. Some people are even asking whether the tweet’s wide exposure heralds a new era in social media advertising.
The fact is, twitter and other social media sites are still a niche market for advertisers. Everyone is still trying to figure out how to use social media to complement or replace traditional media, and that leads to uneven adoption.
But what the Oreo ad really did was highlight the importance of a consistent messaging strategy. Without a culture that encourages bold ideas and a certain tolerance for risk, this ad wouldn’t have happened, and everyone would be talking about Oreo’s $3.8 million flop of an ad. Oreo and its ad agency were prepared to take advantage of anything unusual that happened on Sunday night, and when the blackout gave them an opportunity, they seized it. Can anyone imagine Lincoln, sorry, the Lincoln Motor Company, pulling off a similar coup?
Companies today need to know who they are and what they stand for at all times, and in all situations. Employees from the front lines to the boardroom need to be onboard with the brand’s strategy and identity. It can mean the difference between putting a “me-too” hashtag on your commercial and generating real buzz and engagement.