Adweek published a story on February 2 about a mysterious Oreo shaped door that appeared in New York City. As a social media user myself, I saw that Adweek wasn’t alone in its talk about this pop up Wonder Vault.
Several media sources and users shared their thoughts about and/or their experiences with the Wonder Vault. First though, lets go into what exactly the Wonder Vault is. Oreo recently launched its Wonder Vault campaign, and it has started out strong with the company’s revival of the cinnamon and red velvet flavored Oreos. This newest stunt provides consumers with an incentive to try their new flavors. Because, let’s be honest, some of the past Oreo creations weren’t always the most successful, so trying one of these flavors could be intimidating for current customers. I think Oreo was trying to reach the consumers who may not be brave enough to try the new flavors on their own. If you offer someone exclusive limited edition free cookies, not many will turn it down. That is exactly what Oreo did.
The Oreo Wonder Vault experience has allowed the people of NYC to try the newest flavor before anyone else. People on the street simply walk up to the large Oreo shaped door that reads “Open,” and then are prompted to pull a red lever. By doing so, a small box of “Filled Cupcake Flavored Oreo Cookies” begins to emerge from the small white conveyor belt located within.
The video that introduced us to the Oreo Wonder Vault has that nostalgic feel that reminds these customers of their childhoods spent with Oreos through its cartoon animations and rhyming script. The Wonder Vault builds buzz around Oreo’s new limited edition flavor hoping to rekindle the connection with its current customers and introduce them to the new flavors of Oreos. Not only this, but the Vault also left consumers talking and wondering where the next “Oreo Door” would appear.
One of Elite Daily‘s writers, Anna Menta, is a great example of how this case is earned media. She was one of the people Oreo formally invited to pay a visit to the vault, no doubt with the hope to provide Oreo with some earned media through Elite Daily‘s website. Oreo received earned media in many other forms as well. People used the #WonderVault, interacted with Oreo on social media, they spread the news of the Oreo Door by word of mouth, and various news sources and publications covered the event.
I would consider this earned media strategy a success. Oreo has really stepped up their marketing game recently, and this is a great example of how an event can build positive earned media. The public was intrigued by the idea of free Limited Edition Oreos hiding behind a mysterious Wonder Vault door in the middle of New York. This campaign generated buzz for it’s newest flavor of Oreo and the Wonder Vault in general, and it reeled in the cookie’s current consumers by giving them some incentive to try one of Oreo’s most recent creations.