Abstract
In 2013, the pinnacle of adaptive marketing, at least in advertising, was a single image tweeted by Oreo during the infamous Super Bowl XLVII blackout. Captioned “You Can Still Dunk in the Dark,” the tweet was opportunistic, creative, quick-witted, and it came to symbolize the power of brands living in the moment in order to capitalize on cultural memes. With one burst of creativity, Oreo generated more brand awareness and positive sentiment than any of the other advertisers paying millions for commercial time.
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© 2015 Mindshare UK
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Rohrs, J.K. (2015). The Enterprise Solution on Data. In: Adaptive Marketing. Palgrave Macmillan, New York. https://doi.org/10.1057/9781137462930_12
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DOI: https://doi.org/10.1057/9781137462930_12
Publisher Name: Palgrave Macmillan, New York
Print ISBN: 978-1-137-46292-3
Online ISBN: 978-1-137-46293-0
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