Dive Brief:
- Oreo is launching a #MyOreoCreation social media contest that gives fans of the Mondelez cookie brand an opportunity to come up with its next flavors, according to a report by Campaign.
- The effort launches with the knowledge that dedicated cookie aficionados were already sharing their flavor ideas, Oreo Brand Manager Madeline Vincent told Campaign, which left her company mulling a central question: "How can we take this natural behavior and turn it into something really cool and engaging?"
- The contest will be handled by Oreo's social media agency 360i and kicked off with a 30-second digital spot starring actress Ellie Kemper, as well as Instagram posts from celebrities including Tituss Burgess and Katie Lowes. For the contest, Oreo fans will use the #MyOreoCreation and #Contest hashtags when submitting photos, videos or text on Instagram and Twitter.
Dive Insight:
The contest fits in with Mondelez's growing emphasis on digital engagements, and might be a smart way for the Oreo brand to capitalize on social conversations that were already happening organically. Three finalists for the contest will get $25,000 each and have their flavor idea hit shelves next May, per Campaign. One grand prize winner will receive $500,000 and a trip to the Oreo Wonder Vault, where the brand concocts its cookie flavors.
More CPG and food companies are turning to social media to crowdsource or promote quirkier ideas and menu items. Taco Bell, for example, is leveraging Instagram and micro-influencers on the platform to generate chatter for products like its Naked Chicken Chalupa.
However, efforts like this can seriously backfire at the hands of internet trolls looking to land brands in hot water. Mountain Dew's "Dub the Dew" campaign is perhaps the most notorious example of a fan crowdsourcing effort gone horribly wrong, and Oreo is smart to actively search out contest winners via a hashtag rather than rely on something that can be spammed or rigged like a user poll.
Oreo has particularly been active in digital promotions this year, sponsoring a live Oscar streaming party with IMDB and a virtual cookie dunk contest that offered fans the chance to unlock a unique digital experience.
