Consumers want to know if Oreo is in its right mind.
Why is the brand ending its wildly popular Daily Twist campaign?
“Are you out of your minds?!” A commenter asked on Oreo’s Facebook page. “The best promotional series on the Web and you're stopping?! You get to sit back and create your own memes and millions of people comment, share, and think positively about your product. Keep it up, you fools!”
See? This guy is serious about his Oreos.
It makes sense. The Daily Twist drew serious attention to Oreo online.
For the campaign, the company created and shared a picture of an Oreo every day that reflects current events. Last week, for example, there was a cookie in NFL referee stripes. Other Daily Twists played off viral videos, the Olympics, the Mars rover, and Gay Pride, which sparked a mini-controversy for Oreo
Today is the finale of the Daily Twist.
The Daily Twist’s purpose is to celebrate the cookie’s 100th birthday—it ran for 100 days, beginning on June 25 and ending Oct. 2—but the public is clamoring for more. On Oreo’s Facebook page
, one of the places where it posts Daily Twist images, consumers are shocked the company is shuttering the campaign.
Along with the “are you out of your mind” comment, there are many more that are equally encouraging of Oreo’s efforts, if less accusatory: “Oh man, I'll miss them! I liked the page just for these! Great job guys!”
Or simply: “The last one? Nooo!”
The comments aren’t the only powerful result of the campaign—the numbers are equally impressive. According to Socialbakers
, the Facebook shares on Oreo’s page spiked more than 4,400 percent compared with the three months before the “Daily Twist” campaign launched.
Reflecting on the campaign, Jill Applebaum, senior vice president and group creative director at DraftFCB New York, one the agencies helping Oreo with the campaign, told The New York Times
the Daily Twist “changed the way you read the morning news … because “you’re reading it through that Oreo filter.”
Today’s finale is happening in real time in New York’s Time Square, at Broadway and 46th Street. Beginning at 8 a.m. ET, Oreo staff, plus employees of its creative agencies—DraftFCB, digital agency 360i, and Weber Shandwick, which is handling the company’s PR—will established a temporary office, from which they’re crowdsourcing ideas for today’s Daily Twist until 10 a.m.
They will narrow down the finalists and sketch Daily Twist images based on three ideas. The public will vote online, and Oreo will announce the winner at 2 p.m.
For brands, the huge takeaway from the Daily Twist campaign is the importance of powerful images and real-time content.
“Creating content in real time is not easy to do,” Cindy Chen, marketing director for Oreo at Kraft Foods, told the Times
. “But we’re happy to see that the content we’re creating has been found very relevant.”
[RELATED: Oreo images goes viral, offering lessons in branding]