Oreo, the Mondelez International cookie brand, has launched an omnichannel campaign featuring international celebrities including multi-platinum recording artist Christina Aguilera, NBA legend Shaquille O’Neal, and Barcelona and Brazil football star Neymar
As part of the Oreo Dunk Challenge, US fans will be able to share their Oreo dunking skills on Twitter and Instagram using the #OreoDunkSweepstakes hashtag – and have the chance of winning a ‘VIP experience’ in New York or Los Angeles.
The campaign also sees Oreo team with Google to launch a ‘custom, global digital dunking mobile experience’, and a Snapchat lens arriving on 12 February.
“We know that people across this country grew up dunking Oreo cookies in milk,” said Patty Gonzalez, director of Oreo equity North America. “Our goal is to not only recapture the simple magic of those moments, but to do so in a way that feels novel and fresh. The Oreo Dunk Challenge is a great way to inspire our fans by showcasing new, fun and innovative ways to dunk Oreo cookies in milk, whether online, in-store, at-home or when enjoying some of our culture’s most high profile moments.”
In addition to the social media elements, Oreo will be running TV spots featuring the stars - to complement the short form digital content released.