Complementary to “Mel’s Mini Mini Mart” video released by Oreo in late June, which described a unique little shop that only sold “wonderfilled” Mini Oreos, a new campaign aimed to send the magic to others has officially launched online. Mondelez has partnered with 360i to create a social campaign encouraging consumers to send a tiny package of Mini Oreos to their friends. Only 500 little deliveries go out a day, but not to worry, if you miss the boat you can send a meaningful message to your friend accompanied with a “digital.GIFt.” Oreo also asks you to tweet what you think makes a great friend using the #MiniDelivery, and the account retweets the top answers.
This campaign goes hand-in-hand with Oreo’s current strategy depicting how a small act of kindness could spark a bigger movement of, as they say, “passing the wonder on.” This message brings joy and a little whimsy back to social, which I believe people look to Oreo for in their real lives. People often identify Oreos with their childhood; a time when kindness can be a little simpler. With this campaign, Oreo is seamlessly integrating that image into their digital presence.
If there is any indication of how the campaign is doing, every time I have tried to send a delivery from OreoMiniDelivery.com, the “store” has been out-of-stock. The deliveries can be requested Monday through Friday, with the campaign ending on August 22.