website<\/a>, some other brands beat Oreo to the punch during the blackout and posted tweets of their own. Oreo\u2019s is the one that caught the most attention – winning numerous awards in the process. A lot of this was due to Oreo\u2019s 100+ year brand history and people\u2019s strong associations with the brand as part of their everyday lives.\u00a0<\/li>\r\n<\/ol>\r\n\r\n\r\n\r\nMoments of connection like the Oreo tweet aren\u2019t just governed by luck.\u00a0<\/p>\r\n\r\n\r\n\r\n
They\u2019re the result of consistent work behind the scenes – work on building brand reputation over months, years and even decades. They\u2019re the result of careful planning and strategising and effective collaboration between teams.<\/p>\r\n\r\n\r\n\r\n
Creativity may be governed by inspiration, but for that creative idea to be effective, it needs to be supported by a foundation of strategy, processes and procedures.<\/p>\r\n\r\n\r\n\r\n
<\/p>\r\n","protected":false},"excerpt":{"rendered":"
Last year, Tamara and I got to chat with Leo Morejon on the Genuine Humans podcast. It was a fascinating conversation, and especially interesting to hear about the mechanics of that famous Super Bowl Oreo Blackout tweet. What stood out was how much work went into getting to the tweet. At the time, the marketing…<\/p>\n","protected":false},"author":59,"featured_media":21957,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"sync_status":"","episode_type":"audio","audio_file":"","transcript_file":"","castos_file_data":"","podmotor_file_id":"","cover_image":"","cover_image_id":"","duration":"","filesize":"","filesize_raw":"","date_recorded":"","explicit":"","block":"","footnotes":""},"categories":[298],"tags":[],"series":[],"episode_featured_image":"https:\/\/thesocialelement.agency\/wp-content\/uploads\/2023\/01\/anne-nygard-v5mEr9CfG18-unsplash.jpg","episode_player_image":"https:\/\/thesocialelement.agency\/wp-content\/uploads\/2019\/01\/Genuine-Humans.jpg","download_link":"","player_link":"","audio_player":false,"episode_data":{"playerMode":"light","subscribeUrls":{"amazon":{"key":"amazon","url":"https:\/\/music.amazon.com\/podcasts\/3abc34c3-ff60-4a78-b347-6119461b7ed1\/GENUINE-HUMANS","label":"Amazon","class":"amazon","icon":"amazon.png"},"apple_podcasts":{"key":"apple_podcasts","url":"https:\/\/podcasts.apple.com\/gb\/podcast\/genuine-humans\/id1561811296","label":"Apple Podcasts","class":"apple_podcasts","icon":"apple-podcasts.png"},"google_podcasts":{"key":"google_podcasts","url":"https:\/\/podcasts.google.com\/feed\/aHR0cHM6Ly90aGVzb2NpYWxlbGVtZW50LmFnZW5jeS9mZWVkL3BvZGNhc3Q?sa=X&ved=0CAYQrrcFahcKEwiQz-mM7dzvAhUAAAAAHQAAAAAQAQ","label":"Google Podcasts","class":"google_podcasts","icon":"google-podcasts.png"},"spotify":{"key":"spotify","url":"https:\/\/open.spotify.com\/show\/7jkfw0qeUlwrauhfy2pCGU","label":"Spotify","class":"spotify","icon":"spotify.png"},"youtube":{"key":"youtube","url":"","label":"YouTube","class":"youtube","icon":"youtube.png"}},"rssFeedUrl":"https:\/\/thesocialelement.agency\/feed\/podcast","embedCode":"
Behind The Viral Oreo Superbowl Tweet<\/a><\/blockquote>