CHALLENGE:

Oreo, and their parent companies; Nabisco and Mondelēz International wanted a local in-store activation for their national Oreo Dunk Challenge promotion.

SOLUTION:

Establishing a co-marketing partnership with Nabisco, Dierbergs Markets and Prairie Farms Dairy, Cliffedge created a viral social media video campaign that reinforced the messaging of the national campaign, while incorporating St. Louis area landmarks to give it a local feel. The promotion was anchored with a 3-day series of events at Ballpark Village during the NCAA college basketball tournament that included video and LED Boards, social media exposure, a dunk tank, and an interactive Oreo display where fans could make their own Oreo dunks. 

In support of the Oreo Dunk Challenge campaign and on-site events at Ballpark Village, Cliffedge placed social media ad buys to drive traffic and awareness. Using Facebook and YouTube, targeted ads were served to Adults 21-54 in the St. Louis DMA. Providing additional exposure, Cliffedge created customized social media content for promotional partners including: Ballpark Village, The Magic House Children’s Museum, and the Family Attractions Card.

HOW CLIFFEDGE CREATED IMPACT FOR OREO:

• Viral video that created consumer excitement 
• An interactive event that encouraged sampling, couponing, a drove in-store traffic
• Created dynamic and static signage to support the event at Ballpark Village
• In-store displays created awareness for campaign on a national and local level
• Multi-channel ad buys supporting the program throughout promotional timeline

RESULTS:

Through Cliffedge’s efforts, the digital campaign reached 151,292 Facebook users, generating 396,975 impressions. The YouTube video went viral as it became a Trending Video on the social platform, garnering 261,253 views through the campaign.