Comment Oreo a gagné le SuperBowl

Depuis plusieurs années, nous étions habitués à la fameuse phrase de fin « Rendez-vous en magasin », ou plus communément appelé le « call-to-action » en publicité. Plus récemment, avec l’avènement de facebook, nous avons vu apparaitre des publicités qui ont intégré à la fin des renvois vers leurs pages facebook afin de driver du traffic et donc recruter des fans supplémentaires.

Aujourd’hui, jour de SuperBowl, Oreo via son agence Wieden + Kennedy, vient d’innover en lançant un call-to-action non pas vers Facebook mais vers Instagram, signe de l’évolution de l’écosystème social media, qui n’est plus en 2013 uniquement centré sur facebook. 

Cette publicité illustre une bagarre dans une bibliothèque, d’où le titre « Whisper Fight », entre 2 amis qui n’arrivent pas à se mettre d’accord sur le meilleur élément d’un gateau Oreo entre  le cookie et la crème. Une publicité qui part d’une observation (insight comme on dit dans la publicité) réalisée sur les médias sociaux et notamment sa page facebook (32 millions de fans dans le monde pour info) par la marque du groupe Mondelez (anciennement Kraft Foods) et son agence Wieden + Kennedy.





Le dispositif se décline via 2 hashtags sur Instagram : #cookiethis et #creamthis que les utilisateurs pourront utiliser pour déclarer leur flamme aux cookies ou à la crème des Oreo.

Durant les prochains jours, Oreo choisira les meilleures contributions et demandera à des artistes de créer des sculptures basées sur ces images. Ces oeuvres seront photographiées et partagées sur Instagram pour à nouveau encourager la création de contenu déjà forte par les fans de la marque.

Deuxième innovation ou plutôt prouesse de la marque durant le SuperBowl hier soir, sa réponse à la coupure de courant qui a interrompu le match pendant près de 30 minutes. En effet, Oreo et ses équipes social media ont fait preuve de créative en proposant un contenu juste et dans le bon timing. « Pas de process lent et rigide, des codes respectés, de la simplicité (KISS attitude), de la réactivité, un CM pertinent et libre – dans une certaine mesure, bien sûr – et une communauté attachée à la marque qui a joué le jeu de la propagation », dixit l’ami Jean-Noël Chantreuil sur son blog. Un cas d’école de real-time marketing et sans doute la clé du succès d’Oreo durant le SuperBowl.



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