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Oreo launches star-studded omnichannel campaign

Mondelez International?s Oreo is pulling out all the stops for its latest campaign, recruiting Shaquille O?Neal and Neymar for digital content that will stand alongside a social media activation.

The Oreo Dunk Challenge is being described as a ?global celebration of the brand?s iconic dunking ritual,? and will also feature popstar Christina Aguilera joining other influencers in getting the ball rolling for #OreoDunkSweepstakes. The campaign will also roll out a Snapchat lens next week and a partnership with Google for a ?custom, mobile dunking experience.?

"Our celebrity partners were all chosen for their lively personalities that remind all of us that dunking an OREO cookie in milk is an easy way to create a playful moment that helps us reconnect with the kid inside," said Patty Gonzalez, director of Oreo equity, North America.

Mondelez plans to spread the campaign?s reach to more than 50 countries, including Brazil, where international soccer wunderkind Neymar, Jr. hails from. However, the honor of the first official dunk of the campaign belongs to NBA legend Shaquille O?Neal, who will challenge fans to ?Hands-Free Oreo Cookie Dunking? at Chelsea Market in New York ? the location of the original bakery where the first Oreo cookie was made.

U.S. fans who share their Oreo dunk on Twitter and Instagram using #OreoDunkSweepstakes will be entered for a chance to win a ?Wonderfilled VIP dunking experience? in New York or Los Angeles. 

Neymar, Jr. stars in the campaign

Fans can also enter on Facebook by sharing their Oreo dunks and using the hashtag in response to an Oreo Dunk Challenge post on the brand?s page.

The campaign will present a series of activations, many of which focus on mobile. In addition to a collaboration with Google to offer a customized mobile dunking experience, Oreo will be offering a branded Snapchat lens on Sunday, February 12.

The Oreo Dunk Contest?s traditional activations include large scale media partnerships, including an ABC takeover on Live! With Kelly, The Chew and Jimmy Kimmel Live! And television spots featuring Mr. O?Neal, Ms. Aguilera and Neymar that put spectacular spins on the Oreo cookie dunking ritual. There will also be short form digital content to complement the old media presence.

Food and beverage
The campaign is Mondelez?s highest profile outing since last year, when it announced it was planning a number of mobile games for its biggest consumers packaged goods brands that are expected to be commercially viable and compete against standard games (see story). 

And it is a good time for the conglomerate to begin, with other massive food and beverage players betting heavily on mobile activations in the past few months. After a star turn during the Super Bowl, yesterday competitor PepsiCo showed no signs of slowing down on mobile, debuting a user-driven social media content campaign to promote both its zero calorie offerings and the UEFA Champions League (see story).

Shaq will kick off the Oreo Dunk Challenge in New York

"We know people across the country grew up dunking OREO cookies in milk," Ms. Gonzalez said. "Our goal is to not only recapture the simple magic of those moments, but to do so in a way that feels novel and fresh. 

"The Oreo Dunk Challenge is a great way to inspire our fans by showcasing new, fun and innovative ways to dunk Oreo cookies in milk, whether online, mobile, in-store, at-home or when enjoying some of our culture's most high profile moments," she said. "Adding the sweepstakes layer is a great way to get fans engaged and excited around dunking, especially on mobile.

"We look forward to seeing how this unfolds over the coming months."