Oreo is a sandwich cookie consisting of two chocolate disks with a sweet cream filling in between. The version currently sold in the United States is made by the Nabisco division [1] of Mondelēz International.


The importance of a pre conceived strategy which included the live, real time scenarios enabled Oreo to seize the moment. Whilst not a planned campaign with objectives, the objectives were standing by in their Converged Media Strategy.


A prime example of being prepared and having all your ducks in a row.

360i  the agency behind this brilliance seized the moment when the lights went out at the Super Bowl XLVII. ‘The timing was perfect to own the moment’ [2].

Within minutes of the blackout, a piece of content in the form of an image shown above was concepted, designed and published. Stakeholders of the brand were on hand for approvals and the swift response cteated one of the most outstanding Earned Media moments so far.


One tweet was all it took!

The “Dunk in the Dark” image was shared on Twitter and Facebook more than 20,000 times and generated 525 million earned media impressions – that’s 5X the number of people who tuned in to watch the game.

Say no more.

Watch the Buzz

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[1] – Nabisco
[2]- 360i
Oreo-Case-Study-Color-CiroQu oreo dunk in the dark Oreo Oreo Case Study Color CiroQu




To be ready and prepared at all times to seize a moment.


Immediate creation of the ‘Dunk in the Dark’ image and a tweet to all Oreo users under the #DunkinthDark

Converged Media:

Elements included: Owned Media, Earned Media

Measureable results:

A single tweet resulted in the image being shared on Twitter and Facebook more than 20,00 times. More than 525 Million earned media impressions created.

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