The Oreo Daily Twist campaign is fulfilling the brand's mission to help people celebrate the kid inside us all and since June, has been offering a new visually punning "ad" each day to the more than 27.9 million people who “like” Oreo on Facebook or check in on Oreo.com, Pinterest or Twitter.
The tongue-in-cheek graphics, ideal for pinning, sharing and tweeting, riff on topics in the news and pop culture, ranging from the iPhone 5, Emmy Awards, and Mars Rover to rainbow-striped gay pride, Psy's Gangnam Style phenom and the just-resolved NFL substitute refereesblow-up.
The campaign spanned 100 days in honor of the 100th anniversary in March of Kraft's "World’s Favorite Cookie," and as the final day approaches on Oct. 2nd, Oreo will set up a “virtual office” in Times Square on Oct. 2nd to craft the final Daily Twist ad in mere hours based on real-time suggestions from fans.
The ‘temporary ad agency’ will open at 8 a.m. at Broadway and 46th Street, NYC, near the American Eagle Outfitters sign which will serve as an oversize Oreo billboard for the event. Along with brand reps, creatives from the New York office of DraftFCB, Dentsu and Weber Shandwick will be present.
“Creating content in real time is not easy to do,” said Cindy Chen, marketing director for Oreo at Kraft Foods, to the New York Times. “But we’re happy to see that the content we’re creating has been found very relevant.”
Since the first Daily Twist appeared on June 25, through August 20, “‘likes,’ comments and ‘shares’” have increased an average of 110%, rising from 7,000 to 14,500 said Chen, and are designed “to show the world how relevant this brand is now.”
The drama of the day’s event begins with idea submissions between 8 and 10 a.m. that can be submitted via Oreo’s Twitter page and Facebook page, and may be fed live to a billboard in Times Square .where creative teams will be at the ready to put the ad together.
On-scene reps will narrow submissions to eight and create sketches based on those ideas. At 12:15 p.m., three finalists will be posted on the American Eagle Outfitters sign and on Facebook and opened for public voting on Facebook and Twitter through 1:45 p.m. with a winner announced by about 2 p.m.
“Advertising tends to be a business that starts a little later” than 8 a.m., “but not this time,” said Jill Applebaum, SVP and group creative director at DraftFCB in the Times. She’ll be in Duffy Square along with “a photographer, a retoucher” and lawyers “waiting in the wings” to vet the ideas.
“It’s been the best feeling in the business,” she added, “to see your work make people do something — share it, talk about it.”
Clever cookies, crowdsourcing and creative hijinks in real-time, in the heart of Times Square. Just one twist remains unclear – who’s bringing the milk?
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