Oreo cookie were celebrating 100 years of anniversary over the past 100 days starting June 25th 2012, with a social media campaign, which is both unexpected and aggressive, that has had enormous reach. The campaign used crowd sourcing for ideas and then worked with multiple agencies and a dedicated team of four designers worked to deliver 100 consecutive “Daily Twists”. These Daily Twists were creative portraits crafted from Oreo cookies. The campaign was shared over Facebook, Tumblr, Pinterest and through their “Daily Twist” website, each new “Twist” was created to honor holidays, celebratory weeks, trending events and major news stories.
The campaign which posted multi-layered cookies with crème to evoke a rainbow flag in recognition for Gay community celebrating LGBT Pride month accompanied by the phrase “Proudly support Love !” This stirred up controversy, going viral and quickly reached a quarter million likes on the Facebook. There were several campaigns that were run that had lots of success during these 100 days like Mars Rover, Celebrating the birth of baby Panda etc.
Most of these ideas were crowd sourced and were executed very well to reach millions of people and remind each of us our “Kid” inside us, loving Oreo Cookies growing up.
Source: http://www.adweek.com/news/advertising-branding/oreo-crowdsources-its-final-daily-twist-ad-live-times-square-144131 
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