Brief:
- Mondelez's Oreo brand is launching a multichannel campaign as part of bringing back the Most Stuf version of its sandwich cookies with extra frosting. The campaign includes a $100,000 online contest, TikTok challenge, out-of-home (OOH) elements, limited-edition product offers and "retailtainment" activations in select stores nationwide, according to information shared with Mobile Marketer.
- To enter the sweepstakes, Oreo fans must vote online for their favorite amount of frosting on a scale that includes Thins, Original Stuf, Double Stuf, Mega Stuf and The Most Stuf. The contest began on Jan. 13 and has a March 15 deadline for entries, although fans can check in every day for a chance to win an Oreo-branded smart speaker or a $50 gift card. The company will announce the grand prize winner around March 16.
- Oreo plans to unveil a branded hashtag challenge on TikTok, the social video app that's popular with U.S. teens, to let people show their favorite amount of frosting. Pop-ups in New York, Atlanta and Los Angeles will showcase rides on a three-story slide in February and March. The retailtainment activation will include Oreo shuffleboard games, coupons and product samples in stores.
Insight:
Oreo's Most Stuf campaign builds on the top-selling cookie brand's ability to generate online buzz with different sizes of cookies and flavor varieties that spur discussion on social media. The multichannel effort aims to reach younger audiences who are less likely to watch broadcast and cable TV amid the cord-cutting trend, while engaging consumers in OOH elements and experiential activations that create a more lasting impression of the brand.
A branded hashtag challenge on TikTok can help to engage younger audiences who not only view short videos on the app, but also create their own videos to share, increasing the likelihood that the campaign goes viral. In the U.S., about 42% of TikTok's users are between the ages of 18 and 24, while 28% are 13 to 17, per internal data cited in The Wall Street Journal. As the 107-year-old brand seeks to cultivate the next generation of fans, TikTok can help to reach that demographic group. Brands such as American Eagle Outfitters, Chipotle Mexican Grill, Ralph Lauren, Uniqlo and Walmart also have created branded hashtag challenges on TikTok.
Oreo's latest campaign follows other efforts to engage with consumers on emerging platforms. The brand in September started letting customers ask Amazon Alexa, the e-commerce giant's virtual assistant, about the sandwich cookie's latest news and flavors without needing to download a separate voice-powered app. The cookie brand also partnered with Dunkin' to promote new flavors of doughnuts and coffee through Twitter. In 2018, Oreo introduced a mobile scavenger hunt that gave players clues on where to find hidden virtual cookies in everyday objects.
