After reading the articles below (or attached pictures of the articles), please share your impressions on the effectiveness of Oreo's communications with its target markets.
The Articles can be found at the following links, and screenshots of the articles have been attached as well:
- https://www.forbes.com/sites/jenniferrooney/2013/02/04/behind-the-scenes-of-oreos-real-time-super-bowl-slam-dunk/?sh=1bbc59e02e66
- https://www.adweek.com/brand-marketing/inside-oreos-adorable-triple-play-fathers-day-150183/
- https://www.nytimes.com/2012/09/25/business/media/oreos-daily-twist-campaign-finale-enlists-consumers.html#site-index
Forbes 8 ORACLE + goPuff goPuff capitalizes on M&A to deliver fast growth. What's your big move? Learn more And I'm actually very proud of the tear Behind The Scenes Of Oreo's Real-Time Super Bowl Slam Dunk Jenny Rooney Forbes Staff CMO Network 1:11 / 1:11 ADVERTISEMENT Last night, Oreo hit it big with a real-time marketing effort that became the talk--and stripe tweet--of the Super Bowl. The (Photo credit: Wikiper "you can still dunk in the What our customers dark" tweet was retweeted almost 15,000 times. Oreo's Twitter following, meanwhile, increased by about know that can meet all 8,000. The blackout post garnered nearly 20,000 likes your payments needs on Facebook. And Oreo went from having 2,000 Find out + Instagram followers pre-game to 36,000, with more than 16,000 pictures submitted by consumers as votes for "Cookie" or "Creme," tying to their Super Bowl ad- spurred seven-week contest for the best part of the Preo, a Mondelez International brand. NBC MATTE But while the power outage certainly wasn't anticipated, the real-time marketing effort wasn't just a shot in the dark. f /P of Cookies at Mondelez International Lisa Mann who has led marketing efforts for Oreo overall for the past two years, including promotion around its 10oth birthday last year and the Super Bowl ad, explained that it was the result of a carefully architected social-media strategy that made the brand ready to respond to whatever the Big Game threw its way. "The way this all came about is because of the Super Bowl spot and because we were coming off the 100th birthday, we chose the Super Bowl to kick off this campaign of, which part of the cookie do you love more? Because we picked such a big stage, we decided to have a social media command center, so that we could respond real time to buzz," Mann said. "Of course we couldn't have anticipated the blackout, but in that command center we had brand people, agency people." The 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. Mann was dialed in; several members of the brand team were in the room as well. Emails flew among Mondelez senior marketing leaders. "Because everyone was together, they had everyone in place to jump on a real-time marketing opportunity, which was, how would Oreo see the blackout? And Oreo saw the blackout as an opportunity to dunk in the dark." PROMOTED FORBES INSIGHTS T-Mobile for Business Paid Program I Paid Program Growth Now: 4 Five Ways A Cloud- ADVERTISEMENT CHOs To Build The Can ImproveSte Supply Chains coming yoall The Communication The instant Super Bowl ad followed Oreo's 100-day program called "Daily Twist" that began in June and PHOENIX Watercolor Painting Canvas Pa. ended on Oct. 2--100 days of real-time posting of Oreo's * *558 responses to what was happening in the news, such as Shop now the Mars Rover landing and the anniversary of the ATM. "Oreo is a real-time brand, a real-time marketer, and we are a part of our culture and the fabric of our community," Mann said. "It is our objective to be as relevant today as we were oo years ago when we launched. We have a recipe for success and we make sure we protect that and keep that alive for our consumers. We know our role of the brand is about keeping childhood innocence alive--seeing the world through Oreo eyes." So how will all of this social-media groundswell impact sales? "Stores weren't open late last night, so we'll have to see how things go..we'll just have to see how it plays out," she said, adding that the Cookie vs. Creme debate will continue with an in-store promotion that encourages consumers to vote. "When you text in-store, you have an opportunity to win prizes in grocery stores hroughout America." More on Forbes: The World's Most Powerful Brands Gallery: The World's Most Powerful Brands 25 images View gallery - Forbes CMO Evolving Roles of Marketing Leaders And Brand Strategy Sign up for the weekly Forbes CMO newsletter sent every Wednesday by Marty Swant and Jenny Rooney. Email address Job Title You may opt out any time. By signing up for this Jenny Rooney I am the Communities Director and Chair of the CMO Network at Forbes, managing content critical to executive-level marketing decision-makers. I work with all of Forb Print Reprints & Perm RELATED TOPICS 01. 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VISIT SITE ADVERTISING For Oreo Campaign Finale, a Twist on Collaboration SEC included ads that bigta placed the Pierce Day The last day will have to" y Stuart Eliot Sect. 24, 2012 anything, does an ad a care a day k raft Foods, which makes Oreo a campaign for the brand called Daily Twist - a riff on the "twist, offering a whimsical humorous of gun-catching a more than 27.9 million people who "like" Oreo on Facebook: the daily ad can also be seen on oreo.com, Pinterest and Twitter. The subjects of the Daily Twist ads have so far included gay pride Elvis Presley Week, Bastille Day, the Mars rover, Talk Like a Pirate Day, the introduction of the Apple iPhone 5 and the Emmy Awards. tarted in March. As the 100th day nears, Kraft Foods and the mention-getting fashion : live in Times Square and based on ideas submitted by consumers in person and through social media. GODZILLA KONG IN THEATERS | MOMOX CHENATOR SIGN UP ON HBOMOX Plans call for a temporary ad agency to be opened at 8 a.m. at Broadway and 46th Street, near the American Eagle Outfitters sign Representatives of the Oreo brand will be on site wil 4 pm when people from the New York office of trafficB. the ofee the Oreo digital agency, part of Dentsu; and Weber shandwick, the Oreo public relations agency, also part of Interpublic. Special offer: Subscribe for $1 a week Editors' Picks merannimeralcoowners and agencies to technologies have resulted in increat and the Super delivered instantly. Want Your Kid to The Daily Twist campaign for Oreo is not the only one to embrace and, Minnesota and Washington State - presents on its Web site content that changes daily. And in 1991, Chevys Fresh Mex restaur Made fresh today" that was created by Goodby, Silverstein & hat were videotaped the day they were shown on television. To ve their "freshness," the front pages of daily newspapers were uded in the spots. ting content in real time is not easy to do," said Cindy Cher reo at Kraft Foods, "But we're happy to been found very relevant. Odeals top picks for you Ms. Chen bases that assessment on data like fans' interaction with the content that the brand posts on its Facebook page. From the united's comments and 'shares' = Have increasedname percent, she said, rising to more than 14,500 from about 7,000. Today in Business Live Updates: . Ford to keep several factories shut longer because of chip shortage, . More than 18 million tuned in for the Chauvin verdict. Line Khan, a progressive trustbuster, displays get tough approach to tech in The Dany Twist effort is meant to complement a print ad campaign perspective on moments from the last 100 years like the optiction of the yo-yo, the arrival of 3-D films and the invention The daily ads are "to show the world how relevant this brand is now," she added, by commenting on "real-time happenings." There will be various steps in the process of the live creation of the Daily Twist finale next week. As the Oreo and agency representatives outline it, consumers will be able to submit ideas from 8 to 10 a.m. From 10 a.m. to 12:15 p.m., the representatives of ite will narrow the field to eight submissions and sketch propos ads based on those ideas. At 12:15, three finalists will be posted on the American Eagle Outfitters sign and Facebook for the public to and on, using Facebook and Twitter. The voting will be closed ontinue with giveaways, sampling and other activities until A in., "but not this time," Jill Applebaum, senior vice president and group creative director at DraftFCB New York, said, laughing, Ms said along with "a photographer a retoucher and mean she; she "waiting in the wings," lawyers to vet the consumers' ideas. During the weeks of creating the daily ads, "it changed the way you read the morning news," Ms. Applebaum said, because "you're ugh that Oreo filter." "It's been the best feeling in the business," she added, "to see your work make people do something - share it, talk about it." Odeals top picks for you sarah Hofstetter, president at 360i, said it had been fun to produce is going to be upping the ante to a degree." "When we started talking about the process, we likened it to a ewsroom," Ms. Hofstetter said, particularly "the daily meeting to discuss what goes on For us, there's only on Facebook fan page by one page," she added, referring to Oreo's induring Acclaim, Dies at 93 After His Heart Attack, a British be for Sore Muscles? Think Again. Filet-O.Fish Is My Gold Standard for Fast Food LiveRamp The moment The Moment you unlocked the real value of connected data The New York EinarsSubscribe to Inside Oreo's Today! (http://adweek Adorable Triple Play for Father's Day Live action and animation bring original song to life By Tim Mudd I June 10. 2013 Pin: Oreo is the ultimate bite-size conte in your hand and in its marketing. Followis Deflich's "Daily Twist" (internal and Wieden + Kennedy's "Cookie ys. Cox seeing the world with open eyes and d cringe Lukill. And it's about sharing-giving an Oreo with that token of wonder and childlike delight An all-animated, musical, go-second an spot (internal node/149485) in May now gives ay to "Bedroom," a 60-second father- daughter story that mixes live action and animation. Set to an original song by Martin creative director David Muhlenfeld_same melody as the anthem, but different lyrics-the ben ad points the way forward for the hmmpaign while reveling in a family dynamic that's classic Oreo. COPYWRITING: Group creative director an Oreo to her dad and wonders if he'll let or stay up past her bedtime. Muhlenfeld wrote he lyrics from there. "I have a daughter, so I know the tricks they play," he sa we see a girl playing in her bedroom in the go/Off to bed. Could we stay up?/ Tell jokes til we got hiccups/And watch monster movies animation by Payop is overlaid on the live action, picking out lyrics (in the style of lyric playful visuals bringing the asksis a mile "Wonderfilled , " which emerged months ag ponderfilled, which emerg when several IPG agencies, including very early on," Muhlenfeld said of the word "It's exactly what they're about." ART DIRECTION/FILMING: The music, creative director Varmus Hierta called "a thin attack of messaging - fan to work seamlessly POPULAR NOW Mueller and Kylie Matulick ( who shot the live action in their Culver City, Calif., home) 1 and Challenged Four Divers to cardomatic. Most shots were predet hough there are some unscripted one built-an-escape-room-and- their- way- day were still rolling after a scene had been shot. Pooss's Sublime Ad for The bedroom feels half real, halt dreathecart aLeonardo Painting Without kid has to go to bed during the summer but it still kind of light out," as Hierta explained the setting. "You can tell she's not tired but it's still sublime-ad-for-christies bedtime." Leonardo painting without even : showing-its TALENT: The young actress, found in casting being a stage kid," said Muhlenfeld. "She 3 Politicians. His Future in Lat Night and His Unexpectedly Tumultuous Year alle just looked great and very natural." "who could play in a roomful of jaded ad people." late-nighta + washrandistars 15 Flourishing Culture.Defining Categories Chttp //adweek com/brand- marketing/15-west coast- fashion -to japanese cars/ wood for Storytelling http /edweek com/brand: GRANDMA SOUND: Oreo didn't specifically ask for a with early on, had a sing-song cadence and led here naturally. Mullenfeld, who has also written music for FreeCreditscore and other Martin clients, wrote the "Wonderfilled" this one, use the same melody but different ords and arrangements. The way the lyrics are set up, they're kind of a refining that goes into that, Bhas aris orchestral accompaniment to the vocals of an 8-year-old session singer. MEDIA: Cable, national network and syndication through the third week of June. The ad is also scheduled to appear in cinemas beginning Father's Day weekend. THE SPOT D CRED Fa Internat Global Marketing Communication : Jill Baskin Brand Manager. Kristin Hajinlian Senior Assoc. Brand Manager: Susan Burris Spot: "Bedtime" Chief Creative Officers Jee alexander merchanti've comeer: Joe Alexander Creative Director: Dared Bakken fall areplanning Director: John Green Senior Broadcast Producer: Kathy Lippincott FEATURED JOBS Hack-End Engineer Broadcast Junior Producer Caroline Hel roup Account Director. Rich Weinstein New York New York Account Executive: Molly Holmes Project Manager: Chloe Bos Senior Business Manager: Amy Trenz Group Talent & Music Director: Juanita Parsec Media New York New York misgazer-new-york-new york-181464] Executive Producer/ Partner: Patrick Milling Events Sales Director New York New York Production/Animation: Psyop Creative Directors: Todd Moeller & Kylie sales director-new york- new - york : Matulick Business Development Manager Exec Producer. Luisa Murray Freeincer: Shannon Alexand New York. New York 2D Animators: Kendra Ryan, Dylan Spears Colorist: Kim Stevenson new-york- 1407201 Audio Post Company: Elias Arts Original Music and Lyrics: David Mullenfeld New York. New York (English Major, LLC) Composer Fritz Doddy theto fobs andweek cominglastweek 191470) Executive Producer: Kala Sherman thttp /jobs.adweek.com) RECOMMENDED
