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Library/Campaign/Oreo “You can still dunk in the dark”
Grade B21 sourcesHIS-01465

Oreo “You can still dunk in the dark”

Campaign · 2013 · Notable

43Editable slideCertificate

Oreo’s blackout tweet drew more than 16,000 retweets and became an advertising case study.

OREO Cookie

@Oreo · Feb 4, 2013

Power out? No problem. http://t.co/dnQ7pOgC

5.9K899
Original · Oreo / 360i

OREO Cookie

@Oreo · Feb 2, 2014

Hey guys…enjoy the game tonight. We’re going dark. #OreoOut

406179
Post · @Oreo on X
Power out? No problem. http://t.co/dnQ7pOgC
@Oreo on X
Mondelez International + OREO | The OREO Blackout Tweet
The One Club for Creativity

Spread Score

How it works
Reach47Contagion35Breadth20Velocity100Longevity1743

Numbers

Agency-claimed earned impressions; 2014 award entry
525M
Self-reported · The One Club for Creativity
Seed to milestone
same day
Feb 4 ’13 to Feb 4 ’13
Platforms
4
Started on X
Origin
Mixed
Food & beverage

Mechanics

  • NewsjackingPrimary
  • Platform jump
  • Press loop
  • Underdog
  • Controversy

How it spread

Trace the origin

Oreo posted during the Super Bowl blackout, and retweets and a Digg Tumblr repost carried the image beyond its feed. It won Cannes Lions. The peak anchor is an early retweet milestone, not an independently measured attention maximum.

Documented milestone; not a measured attention peak.

Google searchesDec ’12Mar ’13JunSepNovFeb ’14AprAugDecJun ’15NovMilestoneXOpen webPressTV
XOpen webPressTV

12 more events on this chart

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Timeline (15)

  1. February 2013

    @Oreo seed · Feb 4 ’13

    Oreo posted “Power out? No problem.” with an image reading “You can still dunk in the dark.”[1][2][3]

    Power out? No problem. http://t.co/dnQ7pOgC
    Open the first post ↗

  2. AdFreak platform jump · Feb 4 ’13

    AdFreak relayed the image three minutes after Oreo posted it.[4]

  3. Digg platform jump · Feb 4 ’13

    Digg reposted the image on Tumblr, where users reblogged it.[5][3]

  1. press · Feb 4 ’13

  2. milestone · Feb 4 ’13

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Why it worked

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Origin
Mixed
Sector
Food & beverage
Region
US
Agency-claimed earned impressions; 2014 award entry
525M
Self-reported · The One Club for Creativity
Evidence
Grade B

Spread the same way

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IKEA’s Punch found-family campaign

IKEA / Ingka Group

IKEA’s creator claimed 55 million impressions for a photo of two plush toys embracing.

55M impressions

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New cases, every week

How the next thing spread, the week it does.