OREO wanted to use the Super Bowl to launch a Cookie vs. Crème debate to the masses, and carry it all the way through to their March Madness sponsorship… But what would make people care about such a silly debate?
Lean into the silliness and make it fun to join in. We started the debate in a ridiculous Super Bowl spot, and continued in digital where fans could join the debate on Instagram - rewarding them with unique, hand-crafted odes to cookie or crème. We kept consumers' attention over the next six weeks by offering up equally silly and surprising ways for them to vote cookie or crème.
By rolling out new pieces of content over a longer period of time, we were able to create a sustained burst of conversation for OREO that lasted from February's Super Bowl game to the final game at March Madness. The strategic approach has been deemed a best practice among the industry for long-term campaigns.*