How to Create Real-time Twitter Gold

Ever since the Super Bowl, all eyes have been on Oreo during major tent-pole events as we waited for them to deliver more real-time Twitter marketing. Audiences were surprised and delighted by the company’s initial, simple tweet, which was really nothing more than an existing piece of art with some clever copy added in. Since Oreo’s success with real-time Twitter advertising, brands and agencies have been trying to capture the magic of “You Can Still Dunk in the Dark”—but though many have tried, few have succeeded. So what was it about that otherwise ordinary and forgettable tweet that took the world by storm?