Oreo knows how to play to social media. Remember how quickly the cookie company took advantage of the "lights out FUBAR" at Super Bowl XLVII? The company has now gone one bettger, as on Tuesday it released a YouTube video that shows physicist David Neevel and his -- wait for it --- Oreo separator machine.
With that Neevel -- and we tried the verify his bonafides, but failed -- who is reportedly a physicist and copywriter, is featured in the first of a series of videos that Oreo plans to release displaying inventors’ solutions to solve the age-old problem of twisting an Oreo apart to get at the creme filling. It is an expansion to the "Cookie vs. Creme" campaign which Oreo launched on Instagram earlier this month. The original campaign urged people to share pictures, some of which were selected and turned into sculptures by a team of artists in Portland, Ore., using either cookie or creme.
In the new portion of the campaign, Oreo will posting videos to YouTube over the next two weeks that show a high-tech, robotic way to eat the snack. Neevel's is the first of four videos from Oreo lovers whose inventions the company will post.
Neveel said his creation took a huge amount of time, .04 years. That would, of course, amount to slightly more than two weeks, which isn't a huge time investment, but isn't small potatoes -- or small Oreos -- either.
His tongue-in-cheek (Oreo-in-cheek?) narration ads that he was separated from his girlfriend -- and dog -- for “several hours” at a time. Neveel's machine, which peels the creme off the Oreo -- he prefers the cookie -- includes motors, levers, wire, and a hatchet, to boot. Still, despite the work, Neveel said he does not come up with an official catchphrase for the machine, but he did say he had some thoughts along that vein:
I don’t have a catchphrase for my machine, but if I did have one I guess it could be something like "Let’s Get That Creme Outta There," or like, "This Creme’s No Good Get it Off the Cookie," or something.
Although Oreo has a huge Facebook following (32 million fans on Facebook, across 200 countries) and a decent Twitter following (over 76,000 Twitter followers), it has a ways to go on YouTube. The company only has a subscriber base of 9,000 on the video-sharing site.
Janda Lukin, Brand Director for Oreo at Mondelez, spoke about the campaign.
We know Oreo fans use their hands to separate the cookie from the crème, but wanted to take this ritual one step further by creating a device that does it for you. We are continuously looking at YouTube as a means to share Oreo video content to keep our fans engaged and excited.
She also indicated why Oreo -- and others -- realize that social media is an important advertising venue.
Social media harnesses two important ingredients –- the power of the consumer and what’s trending in the world around us —- to create compelling content that keeps consumers engaged, time and time again with the brand.
So, the question remains: Which is better, cookie or creme?