Oreo and AMC Theatres - a social media discussion

Oreo made a recent twitter post asking its followers if they ever sneaked Oreo cookies into a movie theatre (read more about it here). Then comes along AMC Theatres with the reply above: "NOT COOL, COOKIE". For a brand's twitter post, it's quite impressive to get 236 retweets and 66 favorites. Is taking on another brand the new way to get followers and interest in your brand's social media efforts? It can be but is definitely an area that needs to be considered cautiously. This series of tweets is tasteful, but there is a fine line between tasteful discussion and discussion that leaves a follower thinking the brand is vengeful. So nice job AMC and Oreo. It will be interesting to see if this goes anywhere from here.