As one of the most recognizable cookies in the world, Oreos carry much tradition in its brand. Thus, some people may have been hesitant to combine Oreos with cutting edge technology to create an experiential marketing experience. The clash between the classic Oreo and the unexplored capabilities of the 3D printer may not have made sense to some. But in the end, the combination worked beautifully.
During SXSW festival in 2014, Oreos’ parent company, Mondelez International, came up with the idea of combining Twitter, 3D printing, and the classic Oreo cookie all into one experiential strategy. People would be able to receive a uniquely flavored Oreo cookie (made by the 3D printer) that would be determined by which flavors were trending on Twitter during that very moment. Mondelez International described the experience as “deliciously hyper-personalized and customized snacks based on real-time data collection.” Putting a modern tech twist to a classic cookie was a great way to capture the attention of SXSW attendees.
Main Takeaway: Consider industries that your brand/product would normally be unassociated with and think of creative ways to join forces.