Dive Brief:
- Mondelez International’s cookie brand launched the Oreo Dunk Challenge cross-channel campaign in 50 countries, featuring celebrities including Christina Aguilera and Shaquille O’Neal, a company press release revealed.
- Activations include a global promotion with Google that launches on Feb. 20 and uses custom technology to enable consumers to scan an Oreo cookie and unlock a digital experience, according to MediaPost.
- Anyone can share how they dunk an Oreo on Twitter, Instagram and Facebook using the #OREODunkSweepstakes hashtag for a chance to win a prize. The effort also includes a Snapchat lens.
Dive Insight:
The act of dunking an Oreo cookie into milk has long been a focus of the brand’s TV ads. What’s interesting about The Oreo Dunk Challenge is a series of activations and engaging experiences away from the TV, designed to integrate cookie dunking into culture, underscoring how brands are increasingly focused on newer, often digitally-driven, experiences and giving them equal playtime with traditional marketing.
Experiential marketing with a digital twist is a new favorite of brands because it can reach cord-cutting younger consumers on their favorite platforms with short snippets of fun, interactive content, a familiar format on social media.
The campaign also exemplifies the need to approach different social media platforms with distinct strategies and reflects Oreo’s ongoing commitment to digital. During the recent holiday season, Oreo offered an e-commerce website where consumers could purchase limited-edition tins of fudge-covered cookies as a way to drive more direct interaction with consumers.
