MERCADEO Versión en español
Oreo and The Martin Agency Challenge Celebrities in Its New Dunk Campaign
Manuela Walfenzao| 13 de febrero de 2017
Christina Aguilera es una de las celebridades que protagoniza la campaña
Basketball legend Shaquille O’Neal, Singer Christina Aguilera, and Brazilian Soccer Player Neymar da Silva Santos Junior are staring Oreo’s latest global campaign: Oreo Dunk Challenge, under the WonderFilled creative platform. The Martin Agency is the lead creative shop, Carat is their media agency, 360i is handling social media, and Weber Shandwick PR. “People across this country grew up dunking Oreo cookies in milk. 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” said Patty Gonzalez, Director, Oreo Equity, North America. The campaign includes three 15-second TV ads -debuted on February 8th and will roll out until March- featuring celebrities showing ways to dunk Oreos in milk in a circus arena. O’Neal is unfurled from the top of the tent via a rope made of sheets, Aguilera balances a bike on a tightwire, and Neymar Jr. plummets from on high to bounce off a huge target. The ads use stunt doubles. The core objective of the campaign is to inspire fans around the world to enter a Dunk Challenge sweepstakes by snapping or taking videos of themselves dunking an Oreo in milk, then posting it on Instagram, tweeting it or commenting on the brand’s Facebook page, using #OreoDunkSweepstakes. The prizes include trips to attend events in Los Angeles or New York, during which they will get to dunk Oreos with one of the campaign celebrities. In addition, Oreo and Google partnered on a global promotion, launching February 20th, that will employ custom technology to let fans use their smartphones to scan an actual Oreo cookie and unlock a digital experiences. The campaign will roll out to international markets over 2017’s first half, with some creative adapted to local markets.
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