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.