The post exploded. It was shared thousands of times, got more buzz than most of the Super Bowl commercials, and generated roughly525 million earned media impressions. Oreo’s bold, fast post was praised for its marketing brilliance by media outlets around the world. This was the first time a brand had acted so quickly with so much humor and was so plugged into what was happening—in a way that resonated with so many. That one image of a cookie in the dark reshaped what brands believed was possible.