Once we finally revealed the Global OREO Vault, a burst of activity across OREO’s social channels drove video views and sparked buzz. We overhauled OREO’s Instagram and Twitter, masterfully dropping playful teasers about our plan to save the OREO Cookies. We took this one step further by creating elements that captured consumer attention, like customized packaging for the stockpile of OREOs. Our social approach was to playfully insert the love for OREO into a new and relevant context (the impending asteroid) and drive social buzz among fans throughout the journey. And while culture may change, the fact that OREO is loved across the country does not. This cross-agency, integrated campaign jumps on a worldly event by playfully creating social buzz and taking swift and measured action to protect OREO cookies at any length, all while inviting fans and other brands to get on the fun. OREO is a brand that’s constantly finding new ways to tap into the cultural zeitgeist. Fans went *wild* for them, asking how they could get their hands on a pack and requesting OREO make them for real. To further drive campaign engagement, we gave fans a peek into the vault which held special OREO packs wrapped in protective casing, accompanied with powdered milk (just add snow!). Upon sharing that OREO had a plan in the works, fans responded with feelings of relief and gratitude that followed our very serious tone, and anticipation for what was to come. We overhauled OREO’s Instagram and Twitter for five days, masterfully dropping playful teasers about our plan to save the OREO Cookies. But how? By building an asteroid-proof vault in Svalbard, Norway, filling it with a stockpile of OREO Cookies and documenting the entire journey along the way. It was our civic duty to take the potential threat seriously, and to work day and night to protect the future of OREO Cookies for our civilization. “I wonder who will save the Oreos,” tweeted a concerned citizen.Īlthough there was virtually no chance (0.41% to be exact) of the asteroid threatening our beloved cookie when it passed by, OREO wasn’t willing to risk a future without the world’s favorite cookie. On top of everything that happened in 2020, NASA reported that Asteroid 2018VP1 was headed toward Earth’s atmosphere on November 2. The Global OREO Vault is real, even if only in the hearts of OREO fans and followers. They dropped everything to save OREO cookies. A crew of both professional actors and Mondelez employees gave the film a very authentic feel. Maintaining an authentic and urgent tone required elevating the storytelling - showcased by the film cast. Agencies, directors, producers, & editors prioritized the production of the documentary, social short videos, physical vault build, social communication plan, media outreach plan, and influencer assets in record time: from idea to reality in only 35 days.įor this idea to work at its best, it needed to feel real for viewers and very real for the brand and architect tasked with saving the OREO cookies. To bring this activation to life, we had to work against actual space and time. These cosmetic changes are a fun way to customize a suit for a unique, personal aesthetic.Alerted by a concerned fan on Twitter, OREO was on a mission to save the OREO cookie from the impact of Asteroid 2018VP1 by building the OREO Global Vault in the permafrost region-Svalbard, Norway. These include fun designs for the suit's body and helpful attachments. By achieving a certain number of different plant types, players are able to unlock upgrades and cosmetic changes for their robotic suit. The number of Nutrients successfully located are then used to determine how many of each seed can be grown. This is a large greenhouse where the seeds in Doomsday Vault can be planted and safely housed. However, each map can be attempted multiple times if not all the Nutrients are found in the first playthrough.Īfter solving the puzzles, players are brought back to their Vault. In order to grow the most of a single seed type, players will need to collect 100 percent of the nutrients hidden throughout the seed's map. They are found in small, green ringed tubes, and vary in size. Nutrients are hidden around the map, and often require the player to detour from the main path or solve particularly difficult terrain puzzles to collect. The primary goal of Doomsday Vault is to scour the map for Nutrients while attempting to locate a different seed in each map.
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |