PR Spot: Oreo, The Daily Twist campaign

In 2012, Oreo launched a viral advertising campaign called “OREO’s Daily Twist” on the Internet for celebrated its 100th anniversary.

The campaign were basically last for 100 days. During the 100 days, the participated agencies and a dedicated team of four designers worked to put out a new “twist” everyday which was not only clever, creative but also relevant. Fans were also encouraged to submit their ideas for the final Daily Twist via social media. The content of their ideas are about oreo cookies in different images, and each one should have relates to a current or historical event. From looking at the images of Oreo, people can also look back on the shared history together through Oreos! From 1912 to 2012, Oreo had experienced a lot with us.

The slogan is “Celebrate the Kid Inside”.  Like the says, every adults have the kid inside, and the campaign was aimed to encourage people to be creative and discover their inner children. The campaign engaged to the audience very well, because it’s fun, it makes people laugh and found their memories.

“What we’ve really set out to do is something authentic for the brand, true to its roots, that is fresh for today,” said John Ghingo, senior director for global biscuits at the East Hanover, N.J., office of Kraft Foods.

“We want to acknowledge what Oreo has been over the past 100 years,” he added, “and recognize what it means in today’s world.” (The New York Times)

 

Here is one of the images which engaged me very well. As a big fan of Oreo, I definitely want some when I were suffering with the deadlines.

“when you look at every image that was created for the effort, not a single one asks people what they think of an Oreo flavor or feature or cajoles them to go buy Oreos. The content is there to make people feel good and to give them something that they’d be eager to share.”said Scott Monty, and the words have exactly explained that the reason why this campaign were very successful.

On the media site, the main platform used to promoted the campaign were Twitter, Facebook, Tumblr, Blogs, News and Images. As we can see from the graph below, the largest conversation about Daily Twist was happened and spread by Twitter and Facebook.

Did you enjoy Oreo’s Daily Twist campaign as much as I did? If you are interested in the images, click on here. Let us know your favorites in the comments section below:)

 

Reference

Alice, (2012),Oreo’s Clever Campaign: The Daily Twist,, My Moden Met Blog, [Online], available from: http://www.mymodernmet.com/profiles/blogs/oreo-daily-twist

Elliott, S., (2012), The Oreo Turns 100, With a Nod to the Past, [Online], 27/02/2012, The Times, available from: http://www.nytimes.com/2012/02/28/business/media/the-oreo-turns-100-with-a-nod-to-the-past-advertising.html?_r=0

Geddes-Soltess, Z., (2012), Oreo’s Daily Twist Gets a Social Media High Five, [Online], available from: http://www.salesforcemarketingcloud.com/blog/2012/10/oreos-daily-twist-gets-a-social-media-high-five/

Monty, S., (2012), A New Twist on Content, [Online], available from: http://www.scottmonty.com/2012/10/a-new-twist-on-content.html