University of Central Florida (UCF) MAR3721 Digital Media Marketing Practice Exam 1

Oreo's tweet during the Super Bowl incident effectively utilized a humorous and light-hearted tone, which resonated well with social media audiences. This approach was evident when they opportunistically tweeted about their cookie being "twist, lick, dunk," in response to the power outage that occurred during the game. The creativity behind the tweet and its playful nature allowed Oreo to engage with the situation in a way that lightened the mood and showcased their brand's personality. By embracing a humorous style, Oreo not only attracted attention but also created a memorable moment that contributed positively to their brand image, demonstrating how a well-timed, light-hearted response can enhance brand engagement in the context of real-time events.