Read more »
Your marketing team and agency has just been put on notice.
Over the last 100 days, Kraft Food's Oreo brand has been sharing a steady stream of some of the most creative and engaging content I've ever seen. If you haven't been following the Oreo Daily Twist
, you've been missing out on a goldmine of creativity, humor and cultural awareness.
The campaign was designed as a way to help celebrate the 100th anniversary of Oreo cookies (which themselves were modeled after Hydrox
) in a way that could effectively reach the nearly 28 million Facebook fans
of the chocolate cookie. And in a very unusual move, four separate agencies aligned to form a truly integrated team to allow the campaign to roll out: DraftFCB, 360i, Weber Shandwick, and MediaVest.
To say that the task was daunting is putting it mildly, to say the least. From June 25 to October 2, the creatives had to determine a way to develop 100 individual pieces of content that took into account standing celebrations, events and more - and had to do so in a way that incorporated the product. As if that
wasn't enough, the team also worked to develop creative IN REAL TIME
in response to events that were happening in the world around us.
Here's a slideshow of the complete 100 "twists"
Labels: Advertising, content, facebook, Marketing, oreo, strategy