Who doesn’t love Oreo cookies? Or their advertising? For years Oreo has pulled at consumers’ heartstrings in just the right way to keep their mantle as America’s Favorite Cookie. But a recent innovative effort relied on consumers to help them come up with a new ad, live and on the spot, in 1 day and at Times Square.
This year was their 100th Anniversary and included things like “The Daily Twist,” a very creative Facebook campaign using fun visuals that used the cookie in creative tied to current events to engage their 28MM+ Facebook fans . And finally last month, as a way to put an exclamation point on the end of the 100-day effort, the brand staged a live 1-day ad-creation stunt in Times Square. Consumers were asked for concepts, submitted in person or via Social Media, that were then exposed to a collaborative team of Brand Managers, agency Creatives, lawyers and others to be selected as THE CONCEPT— the result? An ad created on the spot.
The final ad? A *high five* embedded in the cookie to congratulate the brand on its success. Nice going Kraft (Monelez?) – the combination of strong creative, good use of Social, and a live event that garnered lots of press, should keep Oreo at the head of the table where they belong! This gets a GWHoffman W.T.F. (Winner, Toss-Up of Flop?) Award WINNER all the way!