- Oreo is leaning into web lore surrounding the meaning behind its name with a brand new audio-driven web experience, per details shared with Marketing Dive.
- “Name This Oreo” plays on speculation that the brand’s moniker is a mix of the “O” in cookie and “RE” in cream, with two “Os” sandwiching a “RE” making up Oreo. A web page tasks consumers with speaking aloud different “O” and “RE” mixtures using their phone’s microphone before a timer runs out.
- Those who successfully complete the challenge will receive exclusive Oreo offers courtesy of retail partner Kroger. The Nabisco snack marketer is supporting the activation globally with social media, influencers and out-of-home (OOH) ads.
The origin of the word Oreo is difficult to confirm, with some believing it’s rooted in French or Greek etymology and others pondering it was chosen simply for being easy to say. The Nabisco brand is having fun with one in all the more elaborate online theories that posits that the name is supposed to reflect the structure of the sandwich cookies, with the “Os” standing in for the cookie biscuits and the “RE” meant to be the creamy filling in between.
“Name This Oreo” gamifies the concept, presenting players with complicated visualizations of cookie stacks — one comprised of “O-O-O-RE-RE-RE-RE-RE-O-O-RE-RE-RE-O-O-RE” appeared when Marketing Dive tried out the experience — and asking them to read through them quickly using a phone microphone for the possibility to win deals. The stacks can be found to view before starting the timer countdown, granting participants a likelihood to try to memorize the order without getting tongue-tied.
WPP agency VML is behind the mobile audio concept that ties into Oreo’s larger “Stay Playful” messaging platform. Media elements equivalent to influencer partnerships, social media content and OOH are raising awareness for “Name This Oreo.”
“‘Name This OREO’ is a major example of what an amazing campaign should deliver — a fascinating dose of entertainment, a social experience rooted in culture, and an revolutionary, creative approach to driving conversion,” Manuel Borde, global chief creative officer of commerce at VML, said in a press release.
VML and Oreo proceed to experiment with web-based activations that tie in a commerce component. Last 12 months, the 2 reenvisioned the ever-present “hamburger” menu icons found on many web sites and apps as The Oreo Menu, which may very well be used to redeem promotional codes. Before that, the 2 ran an identical effort centered on black and white bar codes.
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