Oreo Parties in Target Shoppers' Homes

Mondelez International's Oreo recently celebrated its 110th birthday at the homes of Target shoppers. Mondelez teamed with Pleasantville, New York-based influencer marketing company Ripple Street to organize 300 house parties in February and March to help drum up excitement leading up to Oreo's March 6 birthday. Each host received a $5 Target gift card and Oreo-branded items, such as blankets and earbuds, to help inspire hosts and "add a bit more fun to their parties," Jennifer Mason, customer director, shopper marketing, Mondelez International, told the Path to Purchase Institute. "Hosts were encouraged to make Oreo Cookie recipes using our Oreo recipe booklets to celebrate the iconic Oreo 110th birthday celebration with friends and family members," Mason said. "Oreo wanted to throw the ultimate birthday celebration, asking everyone to embrace their child-like spirit and never stop wishing." More than 12,000 consumers applied from Jan. 11 through Feb. 7 via RippleStreet.com to host the parties with a majority going into stores to purchase product and take “shelfies” in hopes of being selected. Displaying love for Target and Oreo during the application process, the chosen hosts were asked to invite 10-12 friends and family members to their homes for an Oreo birthday party. "The objective was to have hosts shop at Target to pick up all their party supplies and use the fun props we provided to enhance their birthday party festivities," Mason said. "Hosts took Instagram-worthy pics to share on their social channels and helped [to] further amplify [a] Target Circle offer. Hosts and their party guests were encouraged to try some Oreo Cookie favorites as well as some new varieties, and maybe even find new recipes or products that they will want to now share with others." The parties were part of a 360-degree program at Target, which included support from social media influencers and Target's retailer media network, Roundel. The program aimed at telling "a cohesive story around the brand’s amazing history and showcase the breadth of products consumers have enjoyed for generations," Mason said. "We specifically partnered with Ripple Street to help amplify reach, generate impressions [and] create social media buzz — all while driving purchase intent at Target." Since 2014, Mondelez International and Ripple Street have collaborated on immersive, in-home consumer engagement activations, executing multiple campaigns for brands, including Trident, Oreo, Sour Patch Kids and Swedish Fish. "Ripple Street always does an amazing job selecting hosts to help bring our ideas to life in a fun, playful way while also ensuring benchmarks are met and/or exceeded, helping drive our overall sales significantly at Target," Mason said. Meijer also enjoyed an exclusive overlay to Oreo's national birthday campaign, promising shoppers an Oreo 110th birthday gift box with purchase of four family- or party-size Oreo SKUs from Feb. 4 through April 2. To browse Oreo images, click here.

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