Instead of a reading a newspaper this summer for the day’s top culture stories, you could have just looked to Oreo and the ‘daily twist.’ From celebrating Gay Pride on June 25 with a multi-colored Oreo, memorializing Curiosity’s landing on Mars with red tire treads on August 5th, and even marking the start of Shark Week with a bitten cookie on August 12th, Oreo has created a playful, relevant ad each day for nearly 100 days.
Created as part of Oreo’s 100th Birthday Celebration, the ‘Daily Twist’ campaign will cap off on October 2nd with a live, crowd-sourced ’twist.’ Oreo will set up a ‘temporary ad agency’ in Times Square, and will take suggestions for the last ad from Facebook and Twitter fans from 8am until 10am. From 10:15am until 12:15pm, reps will narrow down the suggestions to a final eight; these eight ideas will then be broadcast live on a Times Square billboard and on the Oreo Facebook page for the public to vote on from 12:15pm until 1:45pm. And then, at 2p, Oreo will introduce its 100th ‘Daily Twist.’ The campaign finale represents an opportunity for the brand to get fans involved and let them see the process that goes into concepting and creating an ad while, according to Cindy Chen, marketing director for Oreo at Kraft Foods, ‘show[ing] the world how relevant this brand is now.’
What will fans choose? Relevant moments in history on October 2nd include Gandhi’s birthday (1869), the first publishing of the Peanuts cartoon in 1950, and Johnny Carson’s first hosting gig of The Tonight Show in 1962. And of course in 2012, Oreo’s last ‘Daily Twist.’
Why Am I Curious?
As we constantly debate the role of “entertaining” content on brands’ facebook pages, this shows that entertainment, relevance and the brand can be merged. We constantly see “happy ice cream day” or “happy hotdog day” like posts from brands in an effort to be relevant and conversational but without the brand infused into the content, I find it hard to believe that this does much for the brand. I am curious and eager to figure out how we can hone our social strategies to authentically marry the product with relevant content while remaining true to our brand values.