# Oreo “You can still dunk in the dark”

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

- Owner: Oreo / Mondelez International
- Kind: Campaign
- Sector: Food & beverage
- Seed date: 2013-02-04
- Milestone date: 2013-02-04
- Date basis: Documented milestone; not a measured attention peak.
- Spread Score: 43 (Notable, provisional), v1.3
- Mechanics: Newsjacking, Platform jump, Press loop, Underdog, Controversy

## Summary

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.

## Timeline

- 2013-02-04 — @Oreo (X) — Oreo posted “Power out? No problem.” with an image reading “You can still dunk in the dark.”
- 2013-02-04 — AdFreak (X) — AdFreak relayed the image three minutes after Oreo posted it.
- 2013-02-04 — Digg (Open web) — Digg reposted the image on Tumblr, where users reblogged it.

The full timeline, metrics and sources are on the case page, or via the Pro API (https://howitspread.com/developers).

Canonical URL: https://howitspread.com/cases/oreo-dunk-in-the-dark

Cite as: How It Spread (2026). “Oreo “You can still dunk in the dark”.” Case HIS-01465. Spread Score v1.3: 43/100. Updated 2026-10-23. https://howitspread.com/id/HIS-01465