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David

Danny
I agree with you on the short term "home run" effect of the Oreo tweet.
But 2 points
1. For every home run there are 999+ strikeouts - viral effect is an unpredictable lottery
2. The home run was a short lived pr "blip" with limited long term effect

Like the post said. Well done to Team Oreo.
Shame on the media for over-hyping it
David

David

Jim
Sorry but I think you fundamentally missed the point of the post.
It's not me nor Mark Ritson saying social media will replace traditional advertising . It's media hysteria like that around the Oreo twitter non-ad.

And please don't give me that "it's about brand equity not sales " spiel. All marketing should help SMS (sell more stuff) in an on brand way.
David

Jim Cuene

I think you've fundamentally missed the point about what Oreo was intending. And i believe you are confusing advertising with brand building. By measuring it in terms of reach and comparing it to the reach available via a traditional media buy, you've mis-characterized the effort.

First, it wasn't an "ad" per se. It was simply a piece of content, made by the brand. That doesn't mean it was an ad. There was no explicit brand message nor any promotional intent. There was no paid media behind it, and it took the form of a normal, everyday tweet.

Second, i think your assumption about the role of social media in a brand communication mix - it could be considered a viable alternative to traditional advertising and may replace it at some point in the distant future- is going to critically limit your critique of what a brand that's active in social media can do over time with social media.

It would be interesting for you, in a future blog post, to take the position of Oreo and articulate why, beyond the "reach", that super bowl effort was important to building their brand equity, not just driving short term sales.

Danny

Washington post circulation: 507k
Forbes: 923k
Wall street journal 2.1M
(+ Where's the sausage: 250 uniques per day est)
= 3.5M
= 4.4% reach
time to create the ad = < 1/2 an hour.

I don't think they're doing too badly.

And this shows the value of the secondary effects and hitting that elusive social media home run.

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