PR exec: Is Oreo a marketing genius or just witty on Twitter?

Oreo’s recent Twitter banter with AMC Theaters and Kit Kat may have been fun and engaging, but is it a marketing strategy others should replicate?

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Say “Oreo” in a room full of marketers, and you’ll quickly hear words like “love,” “real-time marketing experts” and “brilliant marketers.”

I was one of those people singing its praises. I love some of the content marketing Oreo has done on Facebook.

But this MediaBistro post put me over the edge, and this AdAge post is just ridiculous. Both were the result of a recent exchange between Oreo and Kit Kat.

If you remember, Oreo has been rather adept at navigating Twitter comebacks. Remember the back-and-forth with AMC Theaters?

Oreo has done some groundbreaking things when it comes to content marketing, and even real-time marketing. Oreo has built a model with Nabisco where it can create content and responses in a very agile and fast-moving way. That’s nothing to slough off, as I have yet to see a lot of brands do it well.

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