Dunking in the Dark: the Technology Behind Oreo's Super Bowl Tweet
Despite what the advertising copy read, the makers of Oreo weren't dunking in the dark. Expion created the social media command center that powers Oreo and other brands owned by Mondelez International. "We're the technology backbone through which the information flows," explained Expion CEO Peter Heffring.
At the 2013 Super Bowl, a sudden blackout that darkened the football stadium for more than half an hour became a star vehicle for a package of sandwich cookies when Oreo filled the downtime with a clever tweet. Despite what the advertising copy read, the makers of Oreo weren’t dunking in the dark.
On the night of the big game, members of the Oreo team and its digital agency, 360i, were seated at 360i’s headquarters in Manhattan, watching posts pouring in from Facebook and Twitter through customized dashboards that allowed them to monitor and moderate the content and metrics of user posts and tweets for the brand.
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