• by Gavin O'Malley , Staff Writer @mp_gavin, January 31, 2014

Speaking of Oreo’s spontaneous success at last year’s Super Bowl, the brains behind that effort -- Matt Wurst, Director of Social Marketing at 360i -- just took the stage at OMMA’s Social Media Insider Summit. Taking Summit attendees back to that magic moment, Wurst said there were ten people in a “war room” to monitor Oreo’s Super Bowl ad. That the client was in the room was critical to making “the call,” i.e., the decision to send out the tweet that rocked the advertising world. (If you’re just coming out of an extended coma, Oreo took the opportunity of a blackout during last year’s Super Bowl to remind America that, “You can still dunk in the dark.”) For many on Madison Ave., the sensation caused by that little tweet has led to much discussion about the need for similar “war rooms” and “news rooms.” The difference between the two, as Wurst explains, is that “war rooms” are set up for specific events, while “news rooms” are ongoing, continuous operations.