Oreo is now addressing real-time marketing at a gut level—literally.
At South by Southwest Interactive, vending machines will use Twitter-styled trends to create Oreo cookies with a three-dimensional printing system. Ahead of the start of the festival on Friday, Mondelez International announced a partnership with Twitter that will offer attendees "deliciously hyper-personalized and customized snacks based on real-time data collection."
The 3D-printed Oreos—which are edible—will be assembled within two minutes by the machines, letting snackers choose from a dozen varieties. Mondelez said the flavors offered will depend on which are trending on the social platform. The marketing effort includes the hashtag #eatthetweet.
"Now we're connecting trending moments to the cookie itself," explained Bonin Bough, vp of global media at Mondelez.
Oreo has become a superstar of Twitter marketing since its clever tweet during last year’s Super Bowl.