THE CHALLENGE
When two, iconic global brands come together, how do you get fans of each to really engage with the partnership? That’s the brief we were set when our client OREO joined up with Xbox to create OREO Xbox special edition cookies featuring bespoke embossments.
The idea
We created a tribe of influencers, led by a hero talent, who drove online buzz and excitement by embodying the playfulness of the OREO brand. Relatable and fun reality TV star Sam Thompson and a diverse range of macro and micro social media influencers announced the partnership and filmed their own wacky take on how they dunk the new OREO Xbox special edition cookies in a glass of milk – from teleporting to basketball style slam dunking and even back flipping. Each one encouraged their followers to film and share their own version of ‘The Big Dunk’ with the special edition cookies, to be in with a chance of winning a custom OREO Xbox Console.
The results
- 139.6 million total coverage circulation
- 761,632 total social engagements
- 8.6 million social impressions
