To celebrate its 100 years anniversary, OREO launched a Daily Twist activities -- a Twist per day for 100 days in a row. By this events, OREO not only recreated major social media sensation in the United States but also great attention by this new form of campaign. Since this 100 days Twists, OREO's Facebook share grew 280% and Twitter share grew 510%. OREO got more than 1 million more Facebook likes, 23 million media Impressions and many other amazing results.
After analyzing its customers' geographic information, OREO had an very interesting finding --rather than moms, Millennials are actually the enthusiastic supporters of OREO. In order to narrow the distance of Millennials, OREO's team attempted to show OROE through different ways to reinterpret the world of pop culture. OREO's team planned an ambitious blueprint for digital marketing: in 100 days, released a timely integration of popular current affairs content (real-time culture-jacking) per day.
On the first day, OREO kicked-off the event with six colored cream to celebrate Gay Pride Month under the the title of "Pride". Controversial topic among OREO overnight success to become the focus of news topics. Interpretation of the contents of the creative team with the most popular daily current affairs or historical anniversaries mainly through OREO designed to show the date of the story.
Although some designs are decided beforehand, most of the contents are created real-time. At the end of the 100 days, OREO was no more just a familiar food brands, but a viable brand and content provider that connected the world. Consumers now look at OREO in very different angles. OREO set a new paradigm in the fast moving digital era.
http://www.oreo.com/dailytwist/
I read about OREO's campaign. I thought it was really neat and a great way to make a 100 year anniversary (which can make a food company seem boring/old/outdated) seem cool and trendy.
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