We need to talk about cookies, one of our favorite subjects. Not everyone can agree on how to eat an Oreo cookie. Some people tear them apart and eat the creme (you know, like some kind of savage monster). Other people do it the proper way, simply taking a bite and getting an even distribution of creme and cookie. Some people eat them with milk. Other people just eat them solo. The one thing that everyone can agree on when it comes to cookies is that they’re delicious. So, when you dress up in this Oreo cookie costume you can sport a delicious look that everyone will agree on.
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The opening vignette of chapter 19 is about Oreo, including its real-time marketing efforts. Read the following very short articles which were the sources for the vignette:
Inside Oreo’s Adorable Triple Play for Father’s Day
Behind The Scenes Of Oreo’s Real-Time Super Bowl Slam Dunk
Brand Genius 2012: Lisa Mann, Oreo How do you eat your Oreo? Lisa explains
For Oreo Campaign Finale, a Twist on Collaboration
In your essay, analyze the effectiveness of this marketing campaign. Consider the following:
What were the target market(s)?
Which of the 4 communication objectives (pg. 565) do you think were met? There may be more than one. Support your answer with examples from the campaign.
Provide an example of how the communication channels were effectively integrated.
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