By Matt Gillis
It is no doubt that Twitter is taking the advertising world by storm. Essentially, the social media tool is an advertiser’s greatest gift, allowing companies to converse with their target publics, send out messages in real time, and monitor audience receptivity.
Most recently, Twitter became a more-than-successful advertising platform for one such brand, Samsung. On Sunday night during the broadcast of the 86th Annual Academy Awards, Ellen DeGeneres’s now infamous selfie with Oscar-nominated celebrities including Jennifer Lawrence, Brad Pitt, and Meryl Streep, was taken with a Samsung phone and posted via Twitter. The picture became the most retweeted picture in the social media site’s history, a record that was previously held by a picture posted by President Obama of him and Michelle celebrating after his reelection in 2012.
The selfie, which has 3,311,786 retweets and counting, shows the extent to which brands like Samsung can reach potential consumers. Companies now have the opportunity to capitalize on Twitter’s successful use of interactivity by combining the advertising medium with real-world promotional tactics to reach an optimal consumer audience.
Another brand hoping for advertising success via Twitter is Oreo. After garnering widespread attention from their successful Super Bowl XLVII advertisement released on Twitter in response to the game’s blackout, Oreo is hoping to receive comparable publicity for their latest Twitter promotion.
The cookie brand is employing vending machines that will use trending Twitter conversations to create 3D custom-printed Oreo cookies. The vending machines, which were created by technology design and innovation firm Maya Design, will be featured at the South by Southwest (SXSW) Interactive Festival in the Oreo Trending Vending Lounge.
Using each machine’s touch screen, users will be able to browse and choose from the trending Twitter flavors that include a variety of 12 cremes and colors. The user will then be able to watch as the edible cookie is built in front of their eyes in less than two minutes. Twitter users interested in the promotion can follow the Oreo conversation using #eatthetweet.
Oreo has managed to stay ahead of the advertising trends and create an innovative advertising experience that allows for ultimate consumer interactivity with the brand. Consumers are involved in creating the Twitter conversations that influence the Oreo flavors, they are able to choose the actual cookie to be created, and they can engage in conversation using the promoted hashtag.
This promotion definitely wins my personal award for best advertisement because it combines my two favorite things, Twitter and Oreos.
– Lukovitz, K. (2014, March 6). Twitter-Powered Vending Machine Creates 3D Oreos. MediaPost. Retrieved March 6, 2014, from http://www.mediapost.com/publications/article/220949/twitter-powered-vending-machine-creates-3d-oreos.html
– Sloane, G. (2014, March 6). Oreo Uses Twitter to Make 3-D Cookies at SXSW. AdWeek. Retrieved March 6, 2014, from http://www.adweek.com/news/technology/oreo-uses-twitter-make-3d-cookies-sxsw-156121