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OREO DUNK CHALLENGE

For Oreo of Mondelez International we have launched a fun contest “OREO Dunk Challenge”.

Objective

Increase brand awareness among young people in Russia.

Insight

An Oreo cookie is all about classics: two crispy parts and sweet cream between them. A special eating ritual — dip, turn, lick — makes the process even more interesting!

Idea

As a fun contest we offered participants to record themselves dipping OREO in milk (in a creative way). The activation was supported by popular bloggers who turned the dipping into an actual flashmob on YouTube. The winners got a cool prize — a trip to Los Angeles to Christina Aguilera or to Barcelona to Neymar Junior.

Result

During the campaign the website was visited by 120 000 people.

4 000 new registered users, or 3,3% of all visitors.

Users uploaded 605 works, almost half of them completed moderation.

Team

Grape
  • Senior Creative Svetlana Trifonenkova
  • Junior Creative Amina Suleeva
  • Art Director Aleksey Fetisov
  • Designer Anna Ivanova
  • Account Director Maria Shmyreva
  • Account Manager Anna Bokina
Reframe
  • Talent Manager Ksenia Dontsova
Mondelez
  • Head of Category Yulia Bobovnikova