OREO had just launched a campaign that challenged consumers to “trust the twist” and make decisions with a simple turn of the cookie. Depending on which side the cream was on, they could do something more conventional or something more fun. So, it was time to take this concept to Portugal's biggest music festival: NOS Alive.
It all started with a competition advertised on social media and at points of sale. Anyone who bought OREO had the chance to enjoy “two sides of the same cookie” through an online game. The three best players each day won three tickets.
At the festival, the twist literally went to another level. At the stand, participants had to jump to the right side of the twist, which is to say, the side that corresponded to the right artist. Anyone who missed the jump…was out.
Throughout the venue we continued to challenge participants to “trust the twist”, provoking them to take part in challenges that began with the spinning of an OREO cookie.