Viral Cultural Campaigns
Some examples of campaigns that went viral after brands inserted themselves into current cultural conversation with creative ideas include Oreo's Game of Cookies and Shutterstock jumping on the popularity of Game of Thrones and the Fyre Festival.
Oreo's Game of Cookies
- In April 2019, Oreo launched a viral creative advertising campaign on Twitter that promoted the brand's limited edition Oreo biscuits to capitalize on the popularity of the HBO TV series, Game of Thrones.
- The campaign, dubbed 'Game of Cookies' recreated the entire "Game of Thrones title sequence out of limited-edition house emblem-stamped Oreos."
- Game of Thrones fans that purchased the limited-edition cookies could pledge their loyalty to one of the warring families in the series and stood a chance to be rewarded with special treats.
- The campaign was an insane success and received over 2 million views and over 13,000 retweets for the 50-second video on Twitter.
- According to Oreo brand senior director, Justin Parnell, the campaign was the brand's biggest collaboration of the year and may be their most significant collaboration ever.
- The campaign made waves because Oreo entered the Game of Thrones conversation, which is now considered to be a cultural phenomenon, by producing "unique content that was relevant to its brand by tapping into the timeliness of this cultural moment and showcasing how it can be a part of the conversation."
- The advertising campaign was created by 360i and Elastic. Here is a link to the campaign's creative.
- Shutterstock, the American provider of stock photos and videos, has also been jumping on the bandwagon of cultural phenomena to drive conversations around the brand.
- The brand also leveraged the popularity of Game of Thrones to engage their social media audience with the tagline, "why the fuss over one chair? We've got thousands."
- In January 2019, Shutterstock launched the creative campaign "It's not stock, it's Shutterstock." The campaign was a "parody video that quickly hijacked the cultural conversation surrounding the infamous Fyre Festival."
- The creative campaign quickly went viral and even won The Best Brand Campaign during The Drum B2B Awards 2019.
- Shutterstock also has inserted itself with creative marketing into other cultural phenomena such as the television series, Stranger Things, and the moon landing.
- The creatives can be found here.
- Other brands that have immersed themselves into cultural conversations with creative ideas include Uber Eats, VO5, Samsung, Innocent, and boohooMAN, which leverage the cultural phenomenon of the Love Island TV Show.
- Other brands that tailored their brand marketing around the Game of Thrones are Fox Sports’ Fox League, Fox Footy, Supercars, Fox Rugby, and Johhny Walker.