In fact, "#blockMrPeanut" went viral among critics. Peanut funeral-slash-Superbowl commercial after Kobe Bryant's death and went on to expand the bizarre universe of the mascot, explaining that "when a nut like me completes its life cycle, our spirit moves to another shell." Peanut before reincarnating him as Baby Nut, now known as Peanut Jr. The IHOP stunt worked, but it looked tiny in comparison to Planters' campaign, in which it killed off mascot Mr. "Literally everybody in the world now knows that IHOP is now selling burgers," IHOP's president, Darren Rebelez, told Business Insider at the time. In 2018, IHOP changed its name to IHOb: International House of burgers, dropping the pancake-centric name. Today, even advertising campaigns that would have once seemed novel are passe. In this media landscape, it's not surprising that Oreo commissioned a "doomsday" vault to preserve the iconic cookies in case of an asteroid. Pictures of delicious looking sandwiches aren't enough - brands have to start chicken sandwich wars, and carry the battles out on social media. It often indicates a user profile.Īs the world grapples with a pandemic and speeds towards irreversible climate change, old advertising tactics don't work like they used to. #1 share of voice on social of all brands in OctoberĪnd at a time when the world seemed more divided than ever, we gave people one thing to agree on – that if the world ever ends, there’s no better place to be than up in the Arctic Circle, stuffing your face with OREOs.Account icon An icon in the shape of a person's head and shoulders. We even sent our most loyal fans and Instagram influencers apocalypse-proof packs of OREOs designed to survive extreme heat and cold.Ĥ15+ earned media placements (during Election Week) 100+ million impressions (more than a Super Bowl spot) 20+ major brands asking to join our vaultħ5% more engagement than a standard OREO post 286% ROI Norway went as far as turning it into an official tourist destination in a tweet. Our followers and dozens of brands immediately wanted in, going as far as searching for clues about the door code within the mockumentary – a search we happily indulged by dropping clues and, eventually, making a real-time response video that revealed it.Īnd they were asking to help, so we held security guard interviews on our DM’s. We then revealed the OREO Doomsday Vault project on Twitter and YoutTube with a long form film that documented the design and construction process, shared the vault location, and invited fans to visit in case of impact. We began teasing the idea on social and then went dark – something OREO has never done. Inspired by the Global Seed Vault in Svalbard, Norway, we ventured up to the Arctic Circle and built a real apocalypse-proof vault to safeguard OREOs for all eternity. So when a fan alerted us that, on top of everything else happening, an asteroid was coming towards the Earth and could destroy OREOs (along with the world), we couldn’t take any chances. In the midst of an intensifying pandemic, nationwide protests and the craziest presidential election of our lives, the world’s most playful cookie decided to give the world some much-needed relief.
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