When Adverts Go Viral: Three Unplanned Marketing Moments That Made History
Sometimes the most memorable marketing moments aren’t pre-planned at all. Just like how Specsavers’ “Welcome to the Vet” or Crusha’s “Musical Cats” became part of our advertising core memories (as featured in our best cat TV adverts post), these three unexpected situations created advertising gold and changed how we think about viral marketing forever.
The Tweet That Changed Everything: Oreo’s Super Bowl Moment
During the 2013 Super Bowl XLVII, the unthinkable happened. The lights went out at the New Orleans Superdome, plunging America’s biggest sporting event into darkness. Whilst some brands panicked, Oreo’s social media team created magic with a simple tweet: “Power out? No problem. You can still dunk in the dark.”
According to Forbes, here’s what made it brilliant:
- Lightning-fast reaction time (posted within minutes)
- Generated over 15,000 retweets in under an hour
- Gained more than 8,000 new Twitter followers
- Zero production budget compared to million-pound TV spots
Wired also reported that the tweet generated more buzz than many multi-million pound TV adverts shown during the game.
Related Article: See our Top 2025 Super Bowl Commercials here
The Skateboarding Dreams That Changed Ocean Spray Forever
Fast forward to 2020. Nathan Apodaca’s car broke down on his way to work. Instead of getting frustrated, he grabbed his skateboard, a bottle of Ocean Spray cranberry juice, and filmed himself cruising down the street to Fleetwood Mac’s “Dreams”. According to The Guardian, the impact was extraordinary:
- The TikTok video amassed over 13 million views
- Fleetwood Mac’s “Dreams” saw a 374% increase in streaming numbers
- Sales of Ocean Spray cranberry juice soared
- Even Mick Fleetwood himself recreated the video
CBS News reported that Ocean Spray’s response was perfect – they gifted Apodaca a new truck filled with cranberry juice, showing they understood the moment’s authenticity.
When “Share a Coke” Took an Unexpected Turn
Coca-Cola’s “Share a Coke” campaign, where they printed popular names on bottles, was already clever marketing. But what they didn’t expect was how creative (and cheeky) the British public would get with it.
According to Marketing Week, the campaign led to:
- Over 150 million personalised bottles sold
- 998 million impressions on Twitter
- Thousands of user-generated photos
- A 11% increase in young adult consumption
The Guardian noted that the unplanned viral name combinations created a second wave of engagement that amplified the campaign far beyond its original scope.
What These Moments Teach Us
These three viral sensations share common elements that made them successful:
- Authenticity: None of these moments felt forced or corporate
- Quick Thinking: Brands that embraced the unexpected won big
- Public Participation: Each moment invited people to join in
- Cross-Platform Appeal: What started in one place spread everywhere
The Legacy
These unplanned viral moments have changed how brands approach marketing. While you can’t manufacture viral success, you can create an environment where magic might happen – and be ready when it does.
What’s your favourite unexpected advertising moment? Have you ever spotted any amusing “Share a Coke” combinations? Share your stories in the comments below!