YouthNation: Building Remarkable Brands in a Youth-Driven Culture

Chapter 12Going Viral: Decoded

While traditional media companies have resisted disrupting the age old television model to keep pace with the modern consumer, the Internet continues to innovative new methods and platforms for content delivery. Today, due to social media and the endless proliferation of online channels, people have infinite choices, literally. Each individual is able to pursue their own media consumption and agendas, and to express tastes, points of view, and viewing habits that are as diverse, distinct, and unique as our population. This has changed the game completely, on and off the Super Bowl playing field.

Culture Jacking The Dunk in the Dark Happening

In the “Mad Men” era, your success as an advertiser was limited to have a viable product and perhaps creating a great message. Today on the Internet, your message means nothing unless the right person hears it and at the right time. The art of getting your message out is now arguably more important then the message itself.

What happened?

A seminal example of social media's transformative power was seen during the infamous Super Bowl blackout of 2012 when the lights went out in the middle of the big game at the Superdome in New Orleans. With much of America amused by the confusion on their television screens and turning to their hand held screens to discuss this unexpected cultural moment, Oreo's advertising partners and executives seized the opportunity to create one of the most discussed case studies in ...