Tweets and Retweets For Oreo Touchdown

Oreo was the first advertiser of Superbowl XLVII who responded to the blackout opportunism by tweeting “You can still dunk in the dark." The tweet received more than 10,000 retweets within the first hours. This paper presents a content analysis of tweets and retweets by developing new coding scheme drawn from J. Josko Brakus et al’s scale of brand experience in the dimensions of sensory, affective and intellectual. The results explained Oreo’s successful story that the brand smartly used Twitter to interact quickly and publicly. Oreo created “brilliant” content tweet and sent out in “real-time” to surprise all audiences. Thus, the brand personality of Oreo was perceived as “fast reaction,” “the winner,” “awesome,” and “brilliant.” In the final analysis, the author concludes that Twitter becomes a communication platform to leverage brand personality through brand experience.



Citation:

Vimviriya Limkangvanmongkol (2013) ,"Tweets and Retweets For Oreo Touchdown", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.

Authors

Vimviriya Limkangvanmongkol, The University of Illinois at Chicago, USA



Volume

NA - Advances in Consumer Research Volume 41 | 2013



Share Proceeding

Featured papers

See More

Featured

The Victory Effect: Is First-Place Seeking Stronger than Last-Place Aversion?

David Hardisty, University of British Columbia, Canada
Steven Shechter, University of British Columbia, Canada

Read More

Featured

Saving for Experiences Versus Material Goods

Grant E. Donnelly, Harvard Business School, USA
Masha Ksendzova, Boston University, USA
Michael Norton, Harvard Business School, USA

Read More

Featured

J13. The Good and Bad of a Delayed Indulgence: Effects on Self-Perceptions and Purchase Satisfaction

Argiro Kliamenakis, Concordia University, Canada
Kamila Sobol, Concordia University, Canada

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.