What do you do when the lights suddenly go out during one of the biggest TV events in the world?
For most brands, the answer is nothing. Wait it out. Hope people stick around. Resume your campaign later.
But Oreo did something different.
In 2013, during the Super Bowl XLVII, the stadium lights went out for 34 minutes. While millions waited for the game to resume, Oreo tweeted one simple message:
“Power out? No problem. You can still dunk in the dark.”
It was short. It was funny. It was brilliant.
That tweet went viral almost instantly. It was retweeted more than 15,000 times in a few hours, featured in major news outlets, and praised by marketers all over the world.
But the real lesson? It wasn’t about being clever.
It was about being ready.
And more importantly—it was about trust.
Let’s break down how that happened and what you can learn for your own brand. Because the truth is, every business will have their Super Bowl moment—when timing, trust, and marketing speed collide.
Will you be ready?
The Real Problem: Most Brands Are Slow—Because They Don’t Trust
In many companies, even simple marketing posts go through too many layers:
- One person comes up with the idea.
- Another one polishes it.
- A manager checks the tone.
- A director approves the visuals.
- Legal reviews it.
- And then… it’s too late.
By the time it’s approved, the moment is gone.
According to a report by HubSpot, 64% of marketers say lack of time and quick execution are the top challenges in creating great content.
Why?
Because many businesses don’t trust their own marketing team to move fast.
They want high quality. They want timely campaigns. But they also slow things down with red tape, back-and-forth approvals, and fear of mistakes.
This kills momentum.
That’s why trust is not just a nice value to have—it’s essential for speed and success in digital marketing.
When brands trust their teams, and when teams trust their partners, things move faster. And quality actually improves, because work is done with clarity and confidence.
That’s what Oreo’s tweet teaches us.
Case Study: Oreo’s Super Bowl Tweet
Let’s rewind to February 3, 2013.
It was the third quarter of the Super Bowl between the Baltimore Ravens and the San Francisco 49ers. Suddenly, half the stadium went dark.
While millions of viewers were wondering what happened, Oreo and their digital agency, 360i, were sitting together in a “war room” in New York. Their job was to respond to anything unexpected.
But here’s the important part: they were not waiting for permission.
They were empowered.
When the blackout happened, someone on the team quickly came up with the tweet idea. The graphic designer whipped up the image in less than 10 minutes. The copywriter crafted the message. And then—without needing 5 layers of approval—they posted it.
Why was that possible?
Because the Oreo marketing team trusted 360i.
And 360i had full trust in their creative people. Everyone knew what the brand stood for. Everyone had been trained. Everyone was prepared.
So when the lights went out, they didn’t panic.
They posted the tweet.
The result?
- 15,000 retweets within hours
- Over 525 million earned media impressions
- Oreo was featured in Adweek, Forbes, The Wall Street Journal, and The New York Times as a marketing genius.
- And they spent $0 on the tweet.
Compare that with other brands who spent $4 million for a 30-second ad that year. And none of them got that much attention.
Framework: The SPEED Model for Trust-Driven Digital Marketing
Here’s what we’ve learned from Oreo—and what you can apply to your brand.
We call it the SPEED Model, a framework for building trust-based, fast-response digital marketing:
S – Set Clear Brand Guidelines
You can’t move fast if your team doesn’t know your voice.
Set clear brand rules:
- What kind of humor is allowed?
- What topics are off-limits?
- What values must every message show?
With clear guidelines, your team won’t have to second-guess. They’ll know how to create content that feels on-brand—instantly.
Oreo Example: Oreo’s team had spent months preparing campaigns, so everyone knew what was “Oreo-style.” That’s why they could move without delay.
P – Place the Right People in the Right Room
You need decision-makers and creators working together.
Don’t separate strategy from action. When the people who make decisions sit beside the ones who create content, things move 10x faster.
Oreo Example: Their agency had a designer, copywriter, strategist, and client all in the same room. That’s why the tweet came together in minutes.
E – Empower Teams to Act
Give your team the freedom to post when they’re sure the idea is strong and on-brand.
Create a policy like:
“If it meets our tone, goals, and values—you don’t need to wait for approval. Post it.”
That’s speed powered by trust.
Oreo Example: The tweet didn’t wait for corporate sign-off. Everyone in the room had authority. That’s rare—and powerful.
E – Equip Teams with Tools & Templates
Speed comes from preparation.
Create templates for:
- Social media graphics
- Crisis response messages
- Trending topic reactions
Build a toolkit so your team never starts from zero.
Oreo Example: Their designer wasn’t starting from scratch. They had Oreo assets ready to modify. That’s how the image was made in minutes.
D – Debrief and Learn
After every campaign, ask:
- What worked?
- What could’ve been faster?
- What slowed us down?
Build a habit of learning and trust. Over time, your team will get faster and better.
Oreo Example: 360i shared behind-the-scenes stories after the tweet’s success, helping the whole industry learn.
Why Trust Is Your Greatest Marketing Asset
Most businesses look at tools, platforms, and content trends. Those matter.
But the secret advantage? Trust.
Trust speeds up everything.
- It speeds up decision-making.
- It speeds up design.
- It speeds up posting.
- And it makes everyone feel safe to create bold, brilliant work.
When clients trust their digital marketing partners, and when marketing teams trust their own process, campaigns are smarter, sharper, and faster.
In fact, brands that respond to real-time events are 60% more likely to generate engagement than those who wait, according to a Sprout Social study.
But real-time response only works with real trust.
What Happens When There’s No Trust?
We’ve also seen the flip side.
Here’s a true (but anonymized) story from one of our rescue projects:
A large retail chain had a trending opportunity during the 2022 World Cup. A popular player endorsed a product they carried. All they had to do was post a tribute, link the product, and ride the wave.
Their in-house team drafted the post. But the approvals took 48 hours.
By then, the moment passed. The player was no longer in the spotlight. The campaign was shelved.
The marketing head told us later:
“We were so scared of saying the wrong thing, we ended up saying nothing.”
That’s what happens when speed is blocked by fear. You lose momentum. And you lose relevance.
How We Apply This at POC Click
At our firm, we use the SPEED Model in all our digital campaigns. But more than the framework, we focus on partnership and trust.
Our slogan isn’t just words. It’s a promise:
“Quality Digital Marketing at the Speed of Trust.”
We treat your deadlines like our own. When you need something tomorrow, we don’t start next week. We move when you move.
Here’s what one of our clients said after a campaign turnaround:
“You didn’t just save our product launch—you made us look like we planned it that way all along.”
That’s what happens when you work with a team that’s designed for speed and built on trust.
How You Can Start Moving at the Speed of Trust
Here’s how you can apply the SPEED model today—even before you call us:
- Audit your approval process. What takes too long?
- Define your brand’s voice clearly. What does “on-brand” look like in 3 words?
- Create a war room plan. Who needs to be in the room when a big event happens?
- List 5 recurring content needs. Pre-make templates for them.
- Start with one small trust experiment. Empower your team to run a real-time post without layers.
Then, when you’re ready, we’re here to help.
Ready for Your Oreo Moment?
Every business gets their moment—a product launch, a trending topic, or even a crisis that needs fast, thoughtful response.
Will you be stuck in approval loops?
Or will you move at the speed of trust?
We help companies like yours rescue campaigns, rebuild momentum, and get results—fast.
🟢 Get a Free Rescue Plan for Your Stalled Marketing Efforts
Let us audit your marketing workflow and give you a custom plan—at no cost—to help you move faster and better.
👉 [Contact Us Today] | http://www.bit.ly/letsmeetjordan 0969.600.1.006 jordan@axelgabemc.com
Final Thought:
If the lights went out on your brand today… would your marketing team be ready to shine?
Great Leadership + Productive AI = UNSTOPPABLE BUSINESS 