Lights go out, tweet goes live. Bam. Retweets like crazy, trackable brand lift in minutes.
Advertising has always been about immediate gratification and cultural relevancy. And as a result, agency folks are used to facing unreasonable deadlines. There's a tired repartee that's been around forever that goes something like this:
Creative: When is this due?
Account: I got it moved out, thank you very much. Client wanted it yesterday, but I got them to push it out to right now.
After the Oreo tweet, this will no longer be a joke. It's going to be an expectation. Not to sound like a Zen koan, but relevance is this very second. Anything older than that has already been talked about ad nauseum.
But hey, I'm already a day late with this post, so it's dusty old news. First thing this morning, Forbes had already posted a breakdown of how the tweet was created.