Earned Media Management: The Evolution of PR and Comms Learn More

SXSW sweetness: Oreo strikes again

It’s that time of year again… to load up on thin mints and Samoas, of course.

1Girl Scouts are out in full force with their boxes of delicious goodness, but unfortunately, some people may have missed the chance to buy their beloved thin mints while they were at South by Southwest (SXSW) this week. Luckily, Oreo surprised SXSW attendees by using a 3D printer to create cookies based off of real-time trends on Twitter. #yummy

The “Trending Vending Lounge” allowed Oreo cookie lovers to create more than 4,000 different flavor combinations by choosing trending topics with the hash tag #eatthetweet.

2

 Here’s a video of the machine in action >>

 That’s great and all, but does it mean anything? Well, for Oreo it certainly does.

A search for prominent terms related to Oreo within the past week shows that topics like “Vending” “SXSW” and “3d printing” were among the top ranked associations.

3

Considering that more than 30,000 people from across the world attend the conference each year, grabbing the spotlight at an event like this is a marketer’s dream. This isn’t the first time Oreo has had a successful guerilla marketing campaign. Remember the Dunk in the Dark tweet during the Super Bowl last year? One year later, Oreo is showing that it’s still good at surprising people and generating buzz.

Speaking of buzz, online content about Oreo in the past 7 days showed a peak around March 6 when the “Trending Vending Lounge” was first revealed at the start of the conference. There’s also a peak on March 11 that shows when sources started reviewing their Oreo experience at SXSW.

5

Most of this coverage and discussion came from News/MSM sources, Facebook, Blogs, and of course, Twitter, with cookie lovers literally eating their tweets.

6

Even more interesting, is the change in online sentiment about Oreo from before the conference to now. Here’s the sentiment chart for the past 30 days.

7For the past 7 days:

8And for the past 24 hours:

9

Positive sentiment went up by 9% and a substantial amount of conversation was generated across several major media outlets. And now when people think of SXSW 2014, they think of Oreo. I’d say that this marketing campaign was a success. In fact, it was pretty awesome. So what will Oreo come up with next? It’s hard to say, but I would bet all the thin mints in the world that it has to do with a black and white cookie.

 10

 

 

Recent Posts

Cision Blogs

  • Communications Best Practices

    Get the latest updates on PR, communications and marketing best practices.

  • Cision Product News

    Keep up with everything Cision. Check here for the most current product news.

  • Executive Insights

    Thought leadership and communications strategy for the C-suite written by the C-suite.

  • Media Blog

    A blog for and about the media featuring trends, tips, tools, media moves and more.