Tuesday, August 18, 2009

Mobile Oreo Branding


Kraft Foods' Oreo tapped the mobile channel for a promotion meant to drive awareness of the cookie brand among British consumers. “The mobile device is a consumer’s third screen,” said Maya Mikhailov, vice president of Slifter, New York. “Like television and the Internet before it, no true 360-degree branding campaign is complete without presence on the most ubiquitous device in a consumer’s hand – the mobile phone.”

Through the promotion, Oreo targeted family members going to the movies together by sponsoring advanced screenings of family movies in cinemas across Britain.

To enter the promotion, entrants use their mobile phone to take a photo of their family and friends with the life-size Oreo and text it to a short code. Entrants received an SMS confirming their entry, followed by another SMS inviting them to go and see if their picture has been selected for the Oreo online gallery. Consumers are also able to download and print pictures from

Kraft has used mobile before. In May, Kraft Foods expanded its reach to consumers through the launch of a new mobile Web site, which was promoted via mobile search and banner ads on Yahoo’s Web portal. The mobile site is meant to offer new and existing Kraftfoods.com members access to recipes while on the go. The site extends Kraft Foods’ reach to any mobile phone with an Internet connection. From Mobile Marketer at http://bit.ly/17hXyk

4 comments:

  1. they gatta make sooo much money of an oreo because theyre the most popular cookie in the world!

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  2. I have to do a project on how to eat an oreo!!!! Weird huh?

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  3. I have to make an essay about how to eat an Oreo!!!!!

    Very weird huh?

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  4. A professionally crafted logo design costs is one of the greatest blessings for a company; whether it is big or small. It gives them an identity of their own and makes them different from others.

    ReplyDelete