In my last blog post, I talked about how a few years back you would have never seen a social media section in sponsorship contract. As I am sitting here watching the Super Bowl tonight, I am noticing something else you never would have seen maybe even 2 years ago. So far tonight, I have already seen two commercials that used some form of social media. One was Miller-Coors and one of their Bud Light commercials. They had hash tagged their famous phrase, "Here We Go", at the end. The other one was from Oreo in their first ever Super Bowl commercial. Two people in a library started arguing about whether the cream or the cookies were the best part of the Oreo. The small, whispered fight turned into a full on whispered, brawl. However, the weird quiet, brawl was not what caught my eye. At the end of the commercial, it says to make your choice using Instagram. So, being the curious person I am, I investigated. They want their fans to take a picture with the hashtag #cookiethis or #creamthis. This will not only be their choice of cookie or cream, but it's also their choice for what they want their picture to be made of. Yes, oreo will sculpt their favorite pictures out of oreo cookies or cream.
While the sculpture and whispered commercial are odd, the idea of using Instagram is genius on their part. Instagram continues to grow as a social media platform. And other companies have seen major success using Instagram as a way of reaching their market (Taco Bell anyone?). And in order to really connect with your audience on Instagram, you have to do more then just post pictures of your product. You have to get them to interact with you. And people are passionate about their Oreos. I am Oreo will get a huge response from this campaign. Not only because people want to show their passion for the cookie or cream part of the oreo, but they also want to see if Oreo will really sculpt whatever they send in. It'll be interesting to check back in a few weeks and see if Oreo got the response they were looking for.
Oh and also...Beyonce is fabulous and Jeep wins the best commercial of the night.
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