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Remember Oreo’s now infamous Super Bowl 2013 tweet during the power outage at the Superdome? Not only did it leave us craving Oreos, but it beckoned a shift where brands were expected to tune in and join the conversation. No longer was a well-crafted and well-timed product message enough. Consumers craved the intimacy of 1-1 messaging and—thanks to Oreo’s success—brands were willing to provide.