For Oreo we joined forces with X Factor finalists and Eurovision entrants Jedward to raise awareness of the Kraft biscuit brand’s first UK Double Stuff Lick Race.
We arranged exclusive interviews with The Sun, OK! and significantly the Press Association, resulting in over 650 pieces of coverage. To further engage the media we developed a charity angle committing Oreo to donate £1 to children’s charity KidsOut for every Lick Race video uploaded to its website.
The campaign took off virally, with the YouTube video watched over 10,000 times and Jedward regularly updating their fans on Twitter, with more than 250 of them retweeting the duo’s Oreo tweets.