300 BRIEFS. 300 ADS. 3 DAYS.

Three days was all it took for Oreo to become culturally significant in the lives of millennials. With its one-of-a-kind Dunkathon campaign, Oreo reached out to its audience and created an engagement that went far beyond the conventional media and became a part of their lives and memories.

OBJECTIVE

Expand the brand’s franchise by broadening its imagery from a pre-dominantly ‘Kiddy’ imagery to one more universal..

INSIGHT & STRATEGY

Young people are more social today than ever before and love to share their passions with their friends. With Oreo Dunkathon we took the brand from celebrating the ‘cultural’ to the ‘personal’. Oreo invited its fans on Facebook and on Twitter to share their passions with us and we celebrated it with a unique ‘Oreo dunk’ worth cherishing and sharing – made just for them. That too completely live!

RESULTS

Over 300 personalized Dunks were posted by the end of the campaign. Brand imagery: ‘Brand I Love’ scores went up by 34% among teens and young adults.

DAILY DUNKS