For the final day of its 100-day campaign driven largely through Facebook, Oreo has installed a one-room ad agency in Times Square so it can take suggestions from the public and debut the final “Daily Twist” image on a digital billboard in New York City.
Oreo has been celebrating its 100th anniversary with 100 days of images that use Oreos to represent current events and national celebrations, including the Mars Rover landing, the end of the NFL referee lockout, Shark Week and the Fourth of July. Often times, the images are decided on and created the same day they are released on Facebook and other social sites.
Today, Oreo is showing its process to the world with a glass room and video display of the creatives putting together the final Daily Twist in Times Square based on topics that fans submitted through Facebook and Twitter.
The Daily Twist campaign is notable for its emphasis on regularly producing fresh content that users can easily consume and share in the feed, whereas other brands put more focus on tab applications or high-production video that don’t typically get the same reach and engagement as simple photo posts. Oreo’s Facebook page has 27.9 million Likes with 233,800 People Talking About This. Its Daily Twist posts often get hundreds or even thousands of shares.
With today’s Times Square stunt, the campaign shows how social efforts can cross over with traditional media and experiential marketing. Oreo has event staff passing out cookies and information about the Daily Twist. An Oreo mascot is walking around taking photos with people in Times Square. And the Daily Twist will get prime out of home ad space in the center of NYC.
After taking ideas from consumers via Facebook and Twitter this morning, Oreo representatives narrowed down the list to eight submissions. They sketched out images based on those ideas and then chose three finalists to display on the large screens above American Eagle Outfitters as well as Facebook. The public will be able to vote for their favorite until 1:45 p.m. EDT, and the winner will be announced by 2 p.m. The Times Square event will continue through the afternoon with giveaways and other activities.
Oreo is working with 360i, DraftFCB New York, MediaVest and Weber Shandwick for its 100th anniversary campaigns, according to AdAge.
Update: Here is the final Daily Twist image: