Mondelez International’s famous cookie brand Oreo launched “Oreo Dunk Challenge,” its latest global campaign. Although it is USA centred, the new campaign spans multiple media and more than 50 countries and features basketball legend Shaquille O’Neal, singer Christina Aguilera, and Brazilian football star Neymar Jr. It kicked off in the U.S. in February and the objective was 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.
Dunking — a theme that has been a recurrent in Oreo’s ads nearly since the cookie’s inception in the early 1900s — is in this case being used as an engagement and social media conversation driving device.
The five grand prizes were trips for the winners and their guests to attend events in Barcelona, Los Angeles or New York, during which they would get to dunk Oreos with one of the campaign celebrities. Neymar Jr., Christina Aguilera and Shaquille O’Neal, respectively.
“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,” says Patty Gonzalez, director, Oreo equity, North America.