Tourism digital marketing tends to focus on earthly concerns, but a recent campaign has been centred around something truly interstellar. Oreo recently launched a campaign to coincide with the notable solar eclipse, with the intention of publicising its Global ambitions with Play with Oreo.
The campaign was conceived and planned by media agency PHD, and based around numerous media formats. The emphasis on the eclipse enables the campaign to demonstrate life through an ‘Oreo’ lens, as the Mondelez-owned brand attempts to shift perceptions of Oreo from a biscuit you can play with, to a playful brand.
Oreo Sun Newspaper Takeover
One of the interesting aspects which was included in this campaign was a takeover of the cover of the Sun newspaper. The tabloid paper, which is hugely popular and influential in the United Kingdom, was wrapped in a translucent cover for the day of the Oreo campaign. The wrap of the newspaper was printed in black to 'eclipse' the publication, while two special eclipse-themed, translucent Oreo advertisements also appeared in the paper itself.
This helped reach millions of Sun readers, and provided impetus for this other worldly campaign. In total, the wrap appeared on over 2 million copies of the tabloid newspaper, which were distributed across 50,000 retailers. Although this was largely based in the United Kingdom, the Sun also distributes numerous international copies to various markets, not least ex-patriot Britons stationed abroad.
The marketing manager of Oreo, Jonathan Holden, stated that the company intended to make Oreo an even more iconic brand in the UK, and that this campaign would contribute to this aim. Putting the biscuit at the centre of an event that would result in large numbers of the UK population all peering at the same phenomenon simultaneously was deemed to perfectly fit with that particular ambition.
Digital Technology Eclipse
In addition to the Sun campaign, Oreo also created other interesting and diverse elements. On the day of the solar eclipse, Digital Outdoor in London and Edinburgh used data from the Royal Astronomical Society and TimeAndDate.com to track the movement of the eclipse in the sky. It was then possible to mirror the movement with Oreos in order to create a simultaneous Oreo eclipse in the outdoor ads themselves.
There was also an effort to create a real-time reproduction of the solar eclipse for those who were unable to view it directly. Talon and Grand Visual collaborated on this idea, and it subsequently appeared on Digital Out of Home screens around the UK. Oreo partnered with this effort as well to create further association with the event for the brand.
This particular creative effort lasted for over two hours, from 8:25am-10:40am on Friday 20th March, with the intention of coinciding with the solar eclipse which was viewed across the United Kingdom. Sophisticated technology enabled this creative part of the campaign to personally match the inventory of the eclipse in real-time throughout the event.
While efforts were made to ensure that the Oreo campaign was as engaging as possible, Oreo also aimed for significant social media engagement and penetration. The campaign prominently featured the hashtag #OreoEclipse, and Oreo utilised several social media channels in order to communicate their message to consumers.
The Oreo campaign is an example of how data can improve the targeting of campaigns and create something original and visually stunning. #OreoEclipse used astronomical data to build a technically impressive campaign which was a natural collaboration with the spectacular visage of the solar eclipse itself. Associating Oreo with such a creative advertisement, that was delivered in real-time, was an interesting way of enhancing the brand, and Oreo could always point to the fact that this particular promotion was literally out of this world!
Because of this promotion, it was possible for people in various locations in the United Kingdom to view the solar eclipse without requiring specialist apparatus. The Oreo campaign displayed the solar eclipse publicly at locations in London and Edinburgh, and according to reports it was considered a roaring success.
Digital Marketing Takeways
Oreo has certainly proven the power of real-time marketing campaigns. The execution of this campaign underlines how travel-related companies and destinations can position their brands in the marketplace in a playful and creative manner, but also with an extra layer of sophistication. It also gives a strong example of how effective it is to deliver an advertising campaign which not only provides a brand, but also provides the customers targeted with something of genuine value.
This Oreo campaign is an unusual and original form of content marketing, but succinctly underlines the extent to which content marketing is becoming important. Contemporary consumers are no longer always easily swayed by pure advertising; it is increasingly important to engage them with the creation and sharing of media and publishing content.
Digital marketers cannot always rely on extraordinary events involving celestial bodies! But they can use an innovative approach to content in order to deliver interesting and absorbing content.
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