CASE STUDY: Oreo integrates on and offline tools for Ice Cream Orange

Background
Oreo introduced a new flavour by giving away free samples via a vending machine in one of Thailand's favourite shopping malls, Central Mall. The concept of 'Freeze Smile' was based on the freezing cool feeling one gets from the cookie's ice cream filling.

Aim
The initiative, aimed at raising awareness of the new product among Thais, used both online and offline marketing tactics by passing out free samples in a high traffic area as well as using digital space in real time.

Execution
Oreo worked on the insight that Thais love to socialise and share photos and stories with family and friends on Facebook. Oreo then launched the 'Oreo Freeze Smile' application to support the photos from the vending machine.

After taking 'Freeze Smile' photos, consumers experienced the sensation of freezing cool wind with a refreshing scent of orange aroma blowing on their hair. They were later given a free bag of Oreo Ice Cream Orange.

The photos were then sent to the application gallery where consumers signed into Facebook and viewed them. They could save their photos to Facebook album and/or share them on the news feed. Consumers also received email confirmation with the link to their photos in Facebook. 

The vending machine was initially stationed on the first floor event zone at Central Lad Prao for the two weeks before it was relocated tothe seventh floor movie zone of Central World for the rest of the campaign's duration.

A viral video was launched after the second week of the campaign to invite consumers to take photos at the vending machine, through YouTube, Oreo's fan page, Kapook Pre-roll video and Facebook page.

Results
In one month, almost 15,000 samples were given away, with 11,952 photo uploads; there were more than 71,000 YouTube views and 482,955 pre-roll video impressions; and more than 10,000 page views and 5,000 unique visits.