Arguably the most famous part of the OREO ‘ritual’ is the Dunk. For 2017’s global integrated campaign, we paid homage to this with The Dunk Challenge. Simply put, it was a call to action to cookie lovers all over the world to share their creative dunk techniques for a chance to win grand prizes. Three films featuring Shaquille O’Neal, Christina Aguilera and Neymar, depicted impressive dunks and a challenge to ‘SHARE YOUR DUNK FOR A CHANCE TO WIN’. More digital video featuring Shaq, Christina and Neymar, provided inspiration with various playful dunk ideas. Media partnerships and PR continued the challenge over six months, meant that Dunking had never been so popular.
As well as three TV spots that played in different languages all over the world, we created 17 digital dunks, performed by Shaq, Christina and Neymar (a few of my favorites below). These were seeded in via social channels to encourage people to share their own dunks. Ultimately, Dunk Challenge became the biggest and most successful integrated global marketing campaign that Oreo had ever run.