At the Super Bowl last night, the power at the New Orleans Superdome went out for 35 minutes. It took just seconds for people to start talking about #BlackoutBowl and less than five minutes for brands to start Newsjacking the story.
Oreo wins big
By far, the best of the lot was Oreo with their real-time ad posted on Twitter. Thanks to my friends who know how much I love this stuff and tweeted me about this. Benjamin Strong was first to alert me (dare I say Benjamin newsjacked the Oreo newsjack...). Others who alerted me include (not in order) Amy Baylee, Melissa Mines, Margaret Ebeling, Dan Moyle, Alan Belniak, Damien Basile, Mike Hapner, and Victor Ruiz. Thank you all.
This morning, there are a bunch of posts and articles talking about #Newsjacking the #BlackoutBowl. At CNN Chelsea J. Carter says #BlackoutBowl generates social media moment for jokesters, advertisers and Matt McGee writes in Marketing Land Oreo, Audi & Walgreens Newsjack Super Bowl Blackout Bowl.
Clearly, getting out quickly is key in such a situation. But as Benjamin said regarding a good effort that not many people saw from home improvement company Lowes, brands really need to put hashtags into their Tweets so people can find them. This real-time tweet "Hey dome operators at the 'Big Game', there are a few Lowe's nearby if you need some generators" was good, but only had a few hundred RTs because few people saw it.
This newsjack from Oreo succeeds because it was fast, its witty and fun, its non-controversial, and it ties back to the brand and its messages.
Newsjacking gets attention. Oreo spent many millions of dollars running television ads during the Super Bowl. But on a cost per view basis, newsjacking generated a much, much bigger ROI.