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Oreo Takes Big Budget Baby Step in Social Media

  |  August 31, 2009   |  Comments

Oreo has tapped star power to promote its new Golden Double Stuf cookie.

Oreo has tapped star power to promote its new Golden Double Stuf cookie.

In a homepage video ad that appears today on YouTube, Donald Trump challenges Eli and Peyton Manning to participate in a "lick race" competition to buy the so-called DSRL or the Double Stuf Racing League.

The YouTube video includes a promotion pointing Oreo fans to follow the brand on Facebook and Twitter and visit a YouTube channel or microsite for the Double Stuf Racing League. The campaign also includes a sweepstakes to meet the Mannings in Florida.

Will using celebrities like Trump and the Manning brothers help a social media campaign? Perhaps. To me, though, it feels like Oreo -- which has a huge following on Facebook -- is trying a little too hard to stuff its brand into social media channels.





Anna Maria Virzi

Anna Maria Virzi, ClickZ's executive editor from 2007 until 2012, covered Internet business and technology since 1996. She was on the launch team for Ziff Davis Media's Baseline and also worked at Forbes.com, Web Week, Internet World, and the Connecticut Post.

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