In 1912 the “Oreo Biscuit” was born in the New York neighborhood of Chelsea, after going through two world wars and many other conflicts, Oreo is a reference brand in the field of cookies. How have you managed to stay on the crest of the wave for more than a hundred years? Will it be its flavor? Or your genius when it comes to addressing your marketing campaigns?
The marketing department of the firm is a machine to extract original ideas in a very competitive market. Here we leave the four best occurrences of the brand.
1. OREO AND THE HYPE OF GAME OF THRONES
Taking advantage of the premiere of the eighth and final season of Game of Thrones, the brand of cookies has published the original intro of the acclaimed series, but with a more “galletero” style. The large cities of the extensive map of Poniente are not built with rocks but with cookies and cream.
For the development of this project, which has had the participation of Elastic, creators of the original opening of the series, they have needed more than 2,750 cookies to recreate the castles and scenarios that make up the universe of Game of Thrones, as reported by Cnet .
The end of the announcement ends with the promotion of the special package of cookies from the limited edition Game of Thrones. If you are passionate about the series you can taste these cookies with the emblems of Lannister, Targaryen, Stark and the King of the Night. Although we feel that at the moment you can only enjoy these cookies if you live in the United States.
2. A TWEET TO MAKE YOURSELF WITH THE SUPERBOWL
The Superbowl is the largest media event in the world. All companies seek their place to appear in the final American football championship. According to Bloomberg figures, the US commercial television network. This year, CBS collected between 5.1 and 5.3 million dollars for advertising space of 30 seconds. In other words, if you want to have visibility on this day, prepare the portfolio.
The fact is that in 2013 while the match was being played there was a blackout that suspended the match for half an hour. Oreo took the opportunity to rise as leader of the night without wasting a single euro. The brand starred in one of the best examples of real-time marketing in history.
For this he used the Twitter channel as a speaker of his advertising to write the following tweet in his account: ‘You can still get wet in the dark’, accompanied by a photo of his mythical biscuits in twilight.
What was its effect? The publication got about 16,000 retweets and more than 6,000 people marked the message as a favorite, thus becoming a viral ad at no cost. Thanks to examples like this Oreo is the company that generates more conversation in social networks compared to other brands of cookies.
3. AT THE OREO RHYTHM
We all remember the mythical announcement of “Imagine giving an oreo”. The rhythm of the song was so catchy that in the end we ended up putting it in our head. In a few days many customers were humming this song that managed to reach more than 300 million potential views in 2016 (which is more than 50% of the entire conversation in the cookie sector in Spain), according to the consultancy Séntisis.
But the announcement spread so much that it ended up turning against him and ended up saturating customers. As the consultant collects in a reputational crisis study of the brand, the key concepts associated with this conversation in social networks had a marked negative character, exceeding 63% of negativity.
That is why it is advisable to monitor the interactions of customers in social networks in real time in order to try to reduce any negative connotations in users’ messages.
4. CHALLENGE IN THE NETWORK
Oreo reaped great benefits in 2017 when he got the public to participate in a fun and modern advertising campaign on social networks.
It was the “Oreo Dunk Challenge” raffle where Oreo encourages participants to post photos and videos of themselves immersing an Oreo cookie in a glass of milk. The content should be shared on Facebook, Instagram or Twitter with the hashtag #OreoDunkSweepstakes to participate in the raffle. The users had the opportunity to win 2000 dollars and a VIP trip to the “Oreo Celebrity Dunk”.
To get the most out of the campaign, Oreo hired influential people from social networks such as NBA player Saquille O’neal or singer Christina Aguilera. O’neal tried to eat the cookie using only the mind. I do not tell you the result.