The Campaign

"Oreo AR game project", 18 game launch, promotion period of four weeks, as a social brand agents, on the premise of limited budget, maximum range to attract consumers to participate in, for a long time to maintain the player viscosity, we use guerrilla war strategic thinking, put forward the "social guerrilla warfare", using flow star charm, diversified creative material collocation, eventually, asymmetric win multi-platform free volume, strong sales.

Creative Execution

Young people use of fragmented time on social media, but also lead to social media mass information consumers are less likely to gather the attention for a long time, in the era of attention economy, we hope to make innovations in the limited resources, depth using the platform, the stars and fans resources, mobilization, cooperate with various fancy originality materials with fans to maintain consumer attention for a long time, interact with more depth, to form more effective transformation. Target audience: 1)Core circle: oreo loyal consumers + light game lovers 2)Traffic circle: wang yuan fans, turn star fans into brand fans, become the key power point of this project, and form active viral diffusion 3)Radiated circles: ordinary users, broad social audiences From video to dynamic posters, from online interaction to offline activities, and across types and channels, a large number of creative materials are invested.

Interactive data of social platforms: Compared with the average interaction rate of brand weibo, the interaction effect was increased by 1250%. Official fan number: 400,000; Oreo AR game player interactions: 40,210 Exposure data of social platforms: With over a billion exposures, it has been featured on weibo topics for 17 times. With less than a million media dollars, it won 960 million free media exposures. Media investment returns nearly 1,000 times. Four big media search indexes soar Sales data: Oreo AR games console custom-made wang yuan game box sold 4000 sets in 1 second Cat super "big brand carnival" far more than double eleven sales, creating mondelez cat super sales in the history of the first Oreo sales: over 2 million; Increased tenfold to an all-time high Mondelez brand sales: more than 4 million.

"Oreo AR game console project" launched 18 games to attract consumers to participate in the largest scope and maintain player stickiness for a long time. We applied strategic thinking of guerrilla warfare to propose "social guerrilla warfare", and used the charm of traffic stars and diversified creative materials to win the free voice of multiple platforms.

Young people use of fragmented time on social media, but also lead to social media mass information consumers are less likely to gather the attention for a long time, in the era of attention economy, we hope to make innovations in the limited resources, depth using the platform, the stars and fans resources, mobilization, cooperate with various fancy originality materials with fans to maintain consumer attention for a long time, interact with more depth, to form more effective transformation. Target audience: 1)Core circle: oreo loyal consumers + light game lovers 2)Traffic circle: wang yuan fans, turn star fans into brand fans, become the key power point of this project, and form active viral diffusion 3)Radiated circles: ordinary users, broad social audiences From video to dynamic posters, from online interaction to offline activities, and across types and channels, a large number of creative materials are invested.