360I HAD BEEN CLEVER to direct the award judges’ attention away from the Oreo tweet’s absolute economics and toward the momentum the tweet had in the press. And rather than cross their fingers like many of us would, 360i’s publicists had taken the tweet’s initial momentum and pushed it along like sweepers in a curling match. If 360i hadn’t kept swinging, it certainly would not have won all those Clios. The Oreo tweet case study proves that the perception of momentum is often as good as momentum.
