Oreo: interactive food, interactive brands

Explore:  Marketing Twitter

Oreo consistently receives media attention and accolades for their use of non-traditional media. They have created numerous memorable advertising moments through their twitter account. The stand out is of course their Super Bowl power outage tweet:

The ad was widely regarded as one of the best of the Super Bowl, even though it cost zero dollars to release. Oreo has also used their Twitter branding to take on AMC theatres and Kit Kat bars.

It was only a matter of time before Oreo returned back to traditional media, recently releasing its new “Wonderfilled” advertising campaign (warning: if you have a weak stomach for cute and quirky music, messages, or cartoons, you might just want to skip this video, at least there isn’t a ukelele though…).

Click here to view video.

As far as star power goes, the lead singer of Owl City certainly is a step down from The Brothers Manning (who else could get away with singing this song?) Turns out though that Oreo couldn’t just keep it simple. On Tuesday they sent a group of 500 a capella singers into New York, handing out Oreos, singing songs, and I guess, attempting to fill the streets of New York with Wonder. The singers then converged for a noon-hour singalong in Union Square with Mr. Owl City himself.

Personally, I have my doubts about whether this was a successful stunt. I would imagine most New Yorkers would have been a bit irritated to be stopped during their morning commute for an a capella rendition of an Owl City song. Based on the picture of the noon concert, it looks like there may be more singers than viewers. As we all know, though, Oreo’s target isn’t real-life viewers, it’s digital viewers. It certainly got my attention, so kudos to you Oreo! I can’t help but point out though that even after reading about Oreos for a few hours, I have zero desire to purchase or eat one. What can I say? I’m just more of a Reese’s Peanut Butter Cup guy…

Topics:  Marketing, Twitter

Published In: Communications & Media Updates

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