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If we were to pick one example of a brand that hit the nail on its head last year, it would be Oreo hands down. Remember when Oreo tweeted during the February 2013 Superbowl? Yes, of course you do. It’s been the leading example, case study and benchmark for every journalist, blogger, community manager and social brand all year.

Here’s hoping however, as we shake off the dust from 2013, that this is the last time you have to read about it.

What Oreo managed to achieve wasn’t an off the cuff idea, sudden lightning bolt of inspiration that came together in under 30 minutes when the lights when out. A power outage for a full half-hour during the Superbowl in 2013 was all it took for Oreo to jump in on the opportunity and leverage on that moment by tweeting an ad with the caption: “You can still dunk in the dark”. It was a perfectly timed moment of wit and responsiveness built around a process that can handle the ‘now’.

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