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The Advertising World Is About To Invade Twitter

25 February 2013 No Comment

And they don't plan on paying.

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Blame Oreo.

Two weeks ago, when a Super Bowl blackout joke tweeted from the cookie’s account went viral, Oreo got for free what other companies pay tens of thousands of dollars to Twitter to approximate. You could almost feel the Earth tremble as thousands of marketing directors furiously pecked out emails to their social media managers asking why their brands hadn't Won the Super Bowl and, more importantly, asking how to get a piece of the action.

What Oreo did wasn't strictly new — brand accounts have been attempting topical jokes for as long as they've been on Twitter — but the post was unusual in that it both bore the marks of a professionally produced advertisement and it worked, at least for the 20,000+ people who reposted or favorited it. Executives from Oreo were involved, as was an ad agency. This wasn't just some Nabisco social media intern getting lucky. It was the unmistakable offshoot of a traditional advertising campaign.

Last night Oreo tried again, with little success, to insert itself into a massive Twitter conversation:

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Kellogg, too, turned around an insta-ad, pictured at the top of the post. It was blasted out to reporters this morning accompanied by a pitch:

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