The Idea Brought To Life:

Situation

Burger King wanted to drive trial and awareness of their Oreo dessert among 18-24 year olds. NOBLE partnered with Kraft to create the OREO BK “Is it a Shake? Is it a Sundae? promotion to drive trial and awareness.

Opportunity

NOBLE provided an unexpected, interruptive, and engaging campaign using online voting, an instant win game, prizes, video gram, banner ads, street teams in major markets, and, co-marketing on both Oreo.com and BK.com.

Results

• Street teams distributed 64,800 BK PIPE Straws and flyers

• More than 12,900,000 gross impressions generated 261,035 votes cast

• The online game, “Down the Pipe” was played 24,023 times

• 54% of online voters thought it was a sundae!