Most Stuf Oreo is back by popular demand and features an extra dollop of frosting for super fans. To help celebrate the triumphant return, Oreo is rolling out a multi-level promotional campaign complete with cash prizes, social media challenges, and a three-story slide. Until March 15th, fans can enter an online sweepstakes where they vote on how much cookie creme is the perfect amount for a chance to win $100,000. Customers can enter the sweepstakes once a day, and also have the chance to win smaller, Oreo-branded products such as speakers and gift cards.
In addition to the sweepstakes, the cookie brand has also taken to TikTok to launch a challenge aimed at the platform’s many teen users. Using the app, Oreo has challenged TikTokers to create videos showing their favorite amount of frosting, affixing each video with the branded hashtag #WhatsYourStuf. In recent campaigns, Oreo has embraced Instagram videos, accounting for 76% of its posts according to a Gartner report on the topic. While Oreo has already found success on Instagram, turning to TikTok for its latest campaign shows the cookie company’s dedication to establishing an even younger generation of fans. Oreo is also taking its cookie campaign to the streets, setting up pop-ups in Atlanta, Los Angeles, and New York City. The pop-up campaign will be decked out with a three-story slide, Oreo shuffleboard games, and cookie samples for fans.
Oreo isn’t the first brand to turn to gamification to stir up buzz; Starbucks kept consumers on edge with a daily chance at winning free coffee for life this past holiday season. By layering gamification with a new and trendy digital platform, the former may be up to something big in brand strategy.