Hasta La Creative!

Oreo’s social media success during last year’s Super Bowl left an unquestionable imprint on the marketing industry. The company’s well timed tweet — telling followers it was okay to dunk its cookie “in the dark” while the game paused due to a blackout — turned marketers across the country into “real-time marketing” believers.

During live events over the past year, it’s been common for brands to set up “war rooms” filled with creatives and lawyers, ready to strike with a timely, company-approved message at a moment’s notice. Expect plenty of such operations to be in action when this Sunday’s game between the Seahawks and Broncos kicks off.

Surprisingly, one of these will belong to Adobe. As a marketer that largely targets other businesses, Adobe’s likelihood of emulating Oreo’s broad success is low. But the company believes the Super Bowl is an ideal time to launch a “real-time” campaign aimed at its prospects: other marketers.

Continue reading at AdAge.com