The Oreo Control Room+ Office Hours

with Jen Lee Reeves

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Super Bowl Opportunity

• 108.7 million TV viewers

• 26.7 million tweets

• 38% ads included Twitter hashtags

• 7% ads mentioned Facebook

Sources: Nielsen/Altimeter Group Photo credit: rmommaerts/Flickr

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Tweeted by @ryanlawler:

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Twitter Statistics

• 50% of 52 ads mentioned Twitter• #clydesdales most tweeted hashtag• 54,000 tweets

during the game• 60,000 offering

foal namesuggestions

Statistics from a Twitter blog post

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Biggest Twitter Moments(Tweets Per Minute/TPM)

• End of Beyonce’s performance: 268,000 TPM• Destiny Child reunion: 257,500 TPM• “Single Ladies” song: 252,500 TPM• Stadium blackout: 231,500 TPM • 108-yard kickoff return: 185,000 TPM

Stats from a Twitter blog post.

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Biggest Branding Moment

• Oreo tweet: 16,057 retweets

• 6,149 favorites• 21,323 likes on

Facebook• 6,970 reshares

Statistics gathered by looking at the original posts on Twitter and Facebook

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“Pop Culture through the Eyes of Oreo”

• Daily Twist campaign• 6 months• Pop culture themes• Grew its social ties• Super Bowl TV ad• Instagram campaign• Control room

Learn more about 360i’s Oreo strategy on its website.

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The Real Time Approach

• In the same room:– Strategy– Creative– Community– Tech– Account– Oreo brand executives

• An “Oreo moment” won’t happen every time

Learn more details from 360i blog.

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“This is hard to do and needs to be done all the time.”

-Ben Winkler, OMDInterviewed on

American Public Radio’s Marketplace

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Brainstorm Opportunity

• Who needs to be a part of a decision?• How can you create a control room during a

campaign?• How can you start building your social strategy

now?

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Next Week

Building Lists on Twitter and Facebook

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Now… Time For Your Questions