Oreo — which basically started this whole “real-time marketing” thing, remember — staged quite the stunt in London this week with the help of multiple ad/media/PR agencies.
In order to take maximum advantage of today’s rare solar eclipse, the company created a video billboard set to coincide almost perfectly with the movement of the sun itself.
Here’s a sped-up video of the event:
The campaign, however, was far more complicated than that. Take it from the head of Oreo’s UK social media team:
— Benjamin Brassett (@bbrassett) March 20, 2015
Indeed. This was nothing if not a multimedia promotion: the client’s media-planning agency PHD scored a placement on the cover of top tabloid The Sun, and its “out of home” agency Talon created the billboard:
Here’s the Sun cover itself:
The cover was created by Oreo agencies FCB Inferno and Drum and promoted by the paper’s own social media team.
The cookie company’s marketing manager told The Drum:
We want Oreo to be an even more iconic brand in the UK. Playfully putting it at the centre of a moment where the whole country will be looking in the same direction makes this idea the perfect fit with that ambition.
Nice work by all involved parties.