CMSWire: Oreo Dunked in the Dark. Marketing Has Been Chasing That Moment Ever Since

This article was written by Greg Kihlström for CMSWire. The original article is here.

On February 3, 2013, during a 34-minute power outage at Super Bowl XLVII, Oreo posted an image of a single cookie with the line "You can still dunk in the dark."

The post earned about 15,000 retweets and 20,000 Facebook likes within a day on purely organic traffic, with no media spend and reached an audience comparable to that of a broadcast spot that cost around $4 million.

Marketers have cited it ever since, though the focus has often been on the wrong part, in my opinion. The part they missed is the same discipline that now separates brands that use agentic AI well from those that still struggle to do anything beyond basic marketing automation.

The flawed premise came from the assumption that this type of reach had to be planned and produced in advance. Traditional marketing teams planned against a calendar, made creative assets weeks or even months in advance and bought media against forecasts on the same (or longer) timelines.

This article was written by Greg Kihlström for CMSWire. The original article is here.