The Oreo Centennial Celebration has been scrumptious–and it’s not just the tasty Birthday Cake Oreos they released to help celebrate their 100 year birthday. No, their integrated campaign has been quite the birthday bash.
Kicking it off with a print campaign to celebrate historic moments from the past 100 years, the cookie was used to portray these milestones in a playful way. According to marketing director Cindy Chen in a recent Ad Age article, the brand’s birthday mission was to “help everyone celebrate the kid inside.”
And although the brand is moving into its triple digit years, it is by no means old, outdated, or traditional. Their Daily Twist campaign made that quite clear.
Oreo moved into the second half of its celebration by commemorating moments of history as they were happening and relevant to pop culture. The “Daily Twist” campaign engaged Oreo’s 27.7 million Facebook fan audience, and captured cookie lovers in the social and digital space. With an understanding of their consumer’s changing media consumption, Oreo created this campaign that would fit easily into the current consumers’ conversation, and capture history in the making—in real time.
Beginning June 25th, the 100-day social media campaign looked to trending topics to determine the creative execution for that day. The most shared of all Daily Twists was the “Pride” Oreo, a rainbow layered cookie created the day after San Francisco’s Gay Pride Parade. A dedicated site, Pinterest, Tumblr and Facebook presence allowed fans to share and create conversation about the designs.
For the final Daily Twist execution on Oct. 2nd, Oreo went out with a bang. Setting up a pop-up shop in Times Square, the Oreo marketing team and agency partners set out to end the campaign in real time. Asking fans and followers to submit their ideas for the final Daily Twist, the team tracked Twitter hashtags and Facebook “likes” to determine which of the top three ideas would be executed. Then, passersby could watch live as creative directors worked to develop the final Daily Twist—the Anniversary of the First High Five. Since the launch of the campaign, Oreo has seen a 110% growth in interaction per social media post, and has certainly proved the brand is anything but aged.
What Oreo did right here was that they did not celebrate just themselves. Instead, they focused on moments of the past that consumers could identify with, and moments of the present that were culturally and socially relevant to them. They jumped right in, took some risks, and showed that their brand is connected to their consumers’ interests beyond just their product.
But the party isn’t over yet, folks. Oreo has also announced a SuperBowl spot buy that will continue the celebration, the first buy of a former Kraft sub-brand since 2008.
Photo credit: The Impulsive Buy