The story behind the tweet

What came off as a completely natural off-cuff quip of the moment was actually the product of a well-scripted social media command center prepared to jump on the opportunity. Imagine a room with representation from marketing, creative, legal, and the “VP of Cookies” huddled around a table on Super Bowl Sunday, laptops open, ready to pounce on the latest conversation.

It’s all about catching the wave before it crests and surfing in on the momentum. One well-timed tweet netted 15,000 retweets and 8,000 new followers of @oreo on twitter and 20,000 likes on Facebook.

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