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Then it derived from its already digested sources that wages were something that could rise or fall, a contract contained terms about wages, and contracts contained clauses. It had another very important clue the category heading was Legal E s. That told Watson the answer would be related to a common legal term and it would start with the letter E. Watson beat the humans to the answer What is an elevator clause? It took all of three seconds. A well-known in advertising circles yet perfect example of micro-content practically stole the show at the 2013 Super Bowl. When the power went out in the Superdome during the third quarter, leaving thousands of spectators in the dark for a half hour, while the players for the Baltimore Ravens and San Francisco 49ers hunkered down trying to keep their bodies limber and their heads in the game, Oreo saw an opportunity. It tweeted, Power Out? No Problem. Attached was a photo of a lone Oreo cookie waiting in the dark, with accompanying text that read, You can still dunk in the dark. Suddenly, all those people in limbo waiting for the power to be restored and the game to start over saw a funny reminder that Oreo is the cookie for all occasions. The tweet didn t tell anyone to go buy Oreos. It didn t include any call to action, actually. It didn t need to. Within minutes it had been retweeted across Twitter and liked on Facebook tens of thousands of times. Why? No one had ever seen anything like it. It s one thing for a Ravens fan or a 49ers fan to tweet or post status updates chronicling her reaction to the game we ve gotten used to seeing individuals respond to real-time events around the world. But to see a brand do it as casually and naturally as a real person? That was a first for such a mass-market brand within the context of such a mainstream event. The tweet was only possible because Oreo had thought far enough ahead to have a social media team at the ready to respond to whatever happened on television. Talk about proper investment in a platform. Key to the ad s success was not only the fact that it was clever and elegant, but also that it aligned perfectly with Oreo s brand identity, as well as the identity of Oreo lovers everywhere. Oreo is the playful cookie, the fun cookie, the cookie you want to watch football with. Another technique, which I prefer, is not favored by researchers, perhaps because it is so simple and does not require their services. You write two advertisements for your product, each with a different promise in the headline. At the end of the copy you offer a free sample of the product. You then run the advertisements in a newspaper or magazine, in such a way that half the circulation gets one headline, and the other half gets the other headline. The headline which draws the more applications for a sample wins the test. This technique, which is called split-run , was invented by Richard Stanton. Its merit is that it tests promises in the context of advertisements, instead of the unreal context of an interview. But you can only test two headlines at a time.
