OREO wanted to use the Super Bowl to launch the Cookie vs. Crème debate to the masses, and carry it all the way through to their March Madness sponsorship.
We designed a strategy that started the debate in the big Super Bowl broadcast, and continued in digital where fans could join in. We kept consumers' attention over the next six weeks by offering up new 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.*