Ben Zimmer bgzimmer at BABEL.LING.UPENN.EDU
Mon Feb 4 18:08:54 UTC 2013

"How Oreo Culture-Jacked The Super Bowl"
Lyneka Little, WSJ Speakeasy blog, Feb. 4, 2013
After the lights went out at last night’s Super Bowl,  light bulbs
went on above the heads of the creative team behind Oreo cookies ads.
When a power outage at the Superdome in New Orleans stopped the game
between the Baltimore Ravens and the San Francisco 49ers for an epic
34 minutes, Oreo’s team took action and posted a simple ad that was
retweeted, or shared, more than 14,500 times on Twitter. The message:
“Power Out? No Problem” accompanied with a picture of a cookie with
the line “You can still dunk in the dark.” [...]
"They are relevant, visible and constant. And they are a brave brand.
So whether it was the Daily Twist program from this summer, their
amazing 100th birthday celebration last year, or last night’s
real-time culture-jacking, Oreo finds a way to be relevant and on
brand," Hofstetter said. [That's Sarah Hofstetter, president of 360i,
Oreo's ad agency.]

There are scattered references online to "culture-jacking" going back
a decade or so. Recent usage might be influenced by the success of
"culture-jamming" from Adbusters, the group that kicked off the Occupy
movement -- though I don't think Oreo tweeting during the Super Bowl
is what they had in mind.


Ben Zimmer

The American Dialect Society -

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