Home  › Social › Social Media
60226-cookievscreme-logos-md

Oreo to Fans: Cookie or Creme?

  |  February 7, 2013   |  Comments

After its Super Bowl Twitter victory, Oreo has focused its attention on a Cookie vs. Creme debate.

It's been a big week for Oreo. Not only did an on-the-fly power outage tweet help the brand gain nearly 8,000 Twitter followers, its first Super Bowl spot marked the launch of its Cookie vs. Creme campaign that has so far propelled it to more than 50,000 followers on Instagram.

Oreo's Cookie vs. Creme campaign is a two-month program focused on what it says is a longstanding disagreement among fans -- which part of an Oreo is best?

The campaign launched by asking fans to submit a photo they love with the hashtag #cookiethis or #cremethis on Instagram. Over the course of a three-day period, Oreo selected a number of submissions and worked with a team of artists in Portland, Oregon to create sculptures based on the images using either cookie or creme. The sculpture creations are then photographed and uploaded to Instagram.

As of Tuesday, nearly 32,000 fan submissions had resulted in 122 sculptures.

Oreo says the team makes its selections based on "originality, creativity, and images that could be fun, beautiful and interesting to sculpt."

According to Susan Burris, senior associate brand manager at Oreo parent Mondelez International, Oreo has gained "basically all" of its Instagram followers as a result of the campaign. After "seeding it" on Facebook, Oreo had about 2,200 Instagram followers prior to the game. Fifteen seconds after the Super Bowl ad aired, Burris says Oreo had 22,000 followers. As of Tuesday, that figure was up to about 53,000 followers.

"We're hoping to facilitate the conversation -- which part of the Oreo do they prefer, which side do they prefer," Burris says.

Throughout the campaign, Oreo will continue to engage consumers through a number of additional activations. However, Burris says she can't talk about the "fun surprises" coming up after the sculpting component ends.

"It's very visual, it's something that's unique and it's something Oreo hasn't done before," Burris says of Instagram. "We're not just launching an Instagram page, we're launching an engagement experience, saying, ‘Hey -- we have this page. This is something we're engaging on and we have pictures posted now -- we have things we have cookied or cremed.'"

While Milk's Favorite Cookie may have a broad appeal, Oreo is looking to increase conversations with Millennials in this campaign, she adds.

In order to promote the campaign, Oreo has reskinned Oreo.com, launched a mobile site and on-package messaging and made digital media buys.

The 30-second TV spot that launched during the Super Bowl depicts the Cookie vs. Creme argument with two men in a library. In addition to "Whisper Fight," a second spot is slated to air starting March 11 on major U.S. cable networks. Both spots were created by Portland-based ad agency Wieden + Kennedy.

Oreo has 31.5 million likes on Facebook and 73,000 followers on Twitter.

ClickZ Live Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!

ABOUT THE AUTHOR

Lisa Lacy

Lisa Lacy is senior staff writer at ClickZ. In addition to ClickZ, her work has appeared in The Huffington Post, The Luxury Spot, LearnVest, MarthaStewart.com, GoodHousekeeping.com, amNewYork, and The Wall Street Journal. She's a graduate of Columbia's School of Journalism.

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter.
Get a daily dose of digital marketing.

COMMENTS

UPCOMING EVENTS

Featured White Papers

IBM: Social Analytics - The Science Behind Social Media Marketing

IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.

Jobs

    • Internet Marketing Campaign Manager
      Internet Marketing Campaign Manager (Straight North, LLC) - Downers GroveWe are looking for a talented Internet Marketing Campaign Manager...
    • Internet Marketing Specialist
      Internet Marketing Specialist (InteractRV) - DallasInternet Marketing Specialist InteractRV - Anywhere Telecommute, USA SEM | SEO | Content Creator...
    • Tier 1 Support Specialist
      Tier 1 Support Specialist (Agora Inc.) - BaltimoreThis position requires a highly motivated and multifaceted individual to contribute to and be...