After celebrating its 100th birthday last year, Oreo kicked off 2013 by marking another milestone–the debut of the brand’s first-ever Super Bowl commercial and the launch of their Instagram account.
Before their Super Bowl commercial aired, Oreo had around 2,200 followers. Shortly after, their following climbed to nearly 20,000, and is now nearing the 35,000 mark as of writing this tonight.
After watching the Oreo “Whisper Fight” commercial, I was pleasantly surprised to see that viewers were being directed to Oreo’s Instagram page and asked to make their preference known by submitting photos hashtagged with #cookiethis or #cremethis.
I immediately viewed the @Oreo Instagram account to check on engagement levels and was impressed to see that not only were fans taking sides on “creme” vs “cookie” in photo comments but that Oreo was actually reimagining user submitted photos with either actual “creme” or “cookies” in beautiful works of art.
Further clicking through on the actual winning user submission photos, I noticed Oreo was recreating these creative works of Oreo art in real time, 4 hours or less…genius.
The Oreo command center was within agency 360i’s Tribeca offices and included representation from all of Oreo’s agencies–Wieden + Kennedy, Mediavest, and Weber Shandwick as well as 360i.
#CookieThis Vs #CremeThis
User submitted examples and Oreo’s response photos…
Real time engagement with Oreo inspired art…