‘Open Up with Oreo’ launched globally to bring people together and open their hearts to seeing the world through a child’s eyes. The campaign included a promotion to win one of 3 family trips to New York City, TV, Radio, Activations, PR and Sampling.
Road tripping across SA, the #Wonderselfie activation let fans turn selfies into cream-etched digital OREO pictures, to share on social media. Our challenge was to integrate and amplify all marketing activities across PR and Digital platforms.
Driving mass awareness and entries, our objective was mirroring the activations and landing the campaign’s purpose to #LetWonderOut.
While consumers could enter to win the grand prize trip to New York via SMS, a dedicated website was created as the go-to hub for everything Oreo, including a competition entry portal, #WonderChute and #Wonderselfie activations information, a blog, video content and the shareable #OREOSelfie game.
Social Media content was generated and shared via Oreo Twitter, Facebook and YouTube and supported through a promotional strategy for digital and mobile.
To announce the promotion, website and wonderfilled activations to Media, PR designed and produced a playful TIC-TAC-OREO Press Drop. This generated social media engagement driving media to view the website and share on social media.
PR hosted a launch giving Media a VIP view of the first consumer activation, schedule over Easter at Montecasino Piazza. With their families, Media witnessed thousands of #WonderChutes raining from the sky, while energetic Wonderpeeps sampled Oreo product and giveaways to consumers. Social media handles were shared on all collateral and large digital screens throughout the day.
Following the #WonderChutes activation, the #WonderSelfie activation was introduced and rolled out nationally. At these activations consumers watched how their selfie converted into a digitally edged image onto the cream of the cookie, which they could share on social and also take home as a printed keepsake. PR worked with media and influencers to amplify this via social media.
Those who couldn’t join the activations could digitally #LetWonderOut on our website by uploading a selfie, watch as it transformed into an #OREOselfie (etched in cream) and then share it with another Oreo fan, presumably a stranger, through the magic of Twitter. This landed the idea that although strangers might seem different, there are still always similarities that can bring us together – like loving OREO.
PR further amplified campaign elements through relevant content generation and tactics, driving consumers to enter the competition, attend an activation, visit the website or share on social. These included;
•Blogger Challenge with most creative way to eat OREOs. Then share content, promote the
competition and give OREO hampers away to followers.
•According to Jerry style blog profiled up-and-coming Soweto Designer who created the
Wonderpeeps promoters look.
•Radio campaign to amplify main competition (VOW FM, CliffCentral, MixFM and Jozi FM).
•Travel story in Sunday Times highlighting top sights to visit in New York City, including the
To conclude the campaign, a Winner announcement release was distributed to community and social media.
Plato opened up with Oreo by bringing traditional PR and Social Media tactics together. Generating not only content that is relevant, but also engaging and shareable.
Furthermore, through the seamless integration and amplification of all campaign elements Plato efficiently used Social Media as a support tool with measurable results that added to the overall success of the campaign and business objectives.
#WonderChutes Activation | https://vimeo.com/161094359
#Wonderselfie Activation | https://vimeo.com/164810425