A New Twist on Content

<div dir="ltr" style="text-align: left;" trbidi="on"><div class="separator" style="clear: both; text-align: center;"></div><div class="separator" style="clear: both; text-align: center;"><a href="http://1.bp.blogspot.com/-M-Z_7qIZUnc/UtIJ9GpKQcI/AAAAAAAAPKc/MWNWS5e9ODo/s1600/oreo.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="400" src="http://1.bp.blogspot.com/-M-Z_7qIZUnc/UtIJ9GpKQcI/AAAAAAAAPKc/MWNWS5e9ODo/s1600/oreo.jpg" width="400"></a></div><br> Your marketing team and agency has just been put on notice.<br> <br> 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 <b><a href="http://brands.nabisco.com/Oreo/dailytwist/">Oreo Daily Twist</a></b>, you've been missing out on a goldmine of creativity, humor and cultural awareness.<br> <br> The campaign was designed as a way to help celebrate the 100th anniversary of Oreo cookies (which themselves were<b><a href="http://money.cnn.com/magazines/fortune/fortune_archive/1999/03/15/256478/index.htm"> modeled after Hydrox</a></b>) in a way that could effectively reach the nearly 28 million <a href="http://facebook.com/oreo">Facebook fans</a> 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.<br> <br> 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 <i>that </i>wasn't enough, the team also worked to develop creative <b>IN REAL TIME</b> in response to events that were happening in the world around us.<br> <br> Here's a slideshow of <a href="http://www.flickr.com/photos/wsmonty/sets/72157631680613695/">the complete 100 "twists"</a>:<br> <br> </div>

A New Twist on Content

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...

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