Eclipsing the competition

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Interesting approach from Oreo – they are the top promoted trend for today and are looking to topple Jaffa Cake’s crown as the best known eclipse-associated snack with #oreoeclipse

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One in a long line of promoted and reactive social promotions for Oreo, but with the cost of top promoted tweets starting at £100k it’s a big investment.

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They are of course known for their incredible reactivity to the Super Bowl blackout, which generated over 15,000 retweets and 20,000 likes on Facebook within a matter of minutes. This reactivity gained considerably greater traction than the primary sponsors of the event, many of whom had paid circa $4 million to be associated with America’s top sporting occasion.

Today’s hashtag campaign has been cleverly combined with a traditional advertising tie-up with The Sun newspaper to ensure the brand owns today’s solar phenomenon. It will be interesting to see if this translates into increased purchases in the UK in the coming weeks.

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