To celebrate Oreo’s 100th anniversary, Kraft-Nabisco kicked off the Daily Twist – a one-hundred day campaign that aimed to provide a new piece of culturally-relevant social content every day, in real time.

From TV ads,

http://youtu.be/6kMWLYYcAYw

To Twitter content,

To Pinterest, Facebook, Tumblr, and their own dedicated Daily Twist site, there was no social media stone left unturned. There was even a piece in the The New York Times about the Daily Twist’s finale, where they took consumer submissions for ad ideas and produced the ads for an actual competition.

It garnered tons of accolades, and for good reason. Oreo saw a “280 percent increase in Facebook shares and 510 percent increase in re-tweets on Twitter”, with at least 10,000 likes per post on Facebook and over 80,000 followers on Twitter. And you can’t put a price on breathing cultural relevancy and new life into an old brand.

Personally, I loved it. There’s just something so fantastic about the Daily Twist – not only is the content refreshing and funny, but it’s so relatable and accessible. The Daily Twist covered everything from Gay Pride to Gangnam Style and the Superbowl Blackout. And, besides, who doesn’t love Oreos? This is a great example of social media done right. Not only was Oreo connecting to its target base through all kinds of media, they were listening, connecting, and incorporating peoples’ thoughts and ideas into the campaign. Now, Oreo isn’t just the chocolate cookie you ate as a kid – it’s the cool, hip cookie of a new generation.