As soon as the Oreo tweet received some traction, 360i folks e-mailed bloggers the stats. When the blogs wrote, the agency made sure the growing story worked its way up the chain to bigger writers and publications, continuing to escalate things by making all the press coverage (earned media impressions) the story, rather than the relatively low number of Twitter shares. And so on, until the Cannes International Film Festival handed 360i a Silver Lion, and I, the ten-Oreos-at-a-time guy, felt I had to deliver an impassioned speech to the other Digiday judges about how that picture of an Oreo
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