Kit Kat Challenges Oreo to Tic-Tac-Toe for Twitter Fan’s Affection

KitKatToe1There they go Oreoing again. Yes, the cookie has become a verb, at least among marketers ever since Super Bowl XLVII (even though Oreo’s been giving good social for a while now, beginning with their Daily Twist photo series).
All it took was an average tweep (@Laura_ellenxx, with around 800 followers) in the UK tweeting about following Kit Kat and Oreo, and it was on. Kit Kat, like everyone trying to be as fast as Oreo, succeeded in Oreoing first (before Oreo, even) with a nice little idea, much to the delight of Ms. Ellen. Then Oreo smartly Oreoed back, completing the love triangle and making everyone a little happy. Why? Because the brand that’s been so good at being human found another human brand have some fun with, and that made one human person feel very special.
So for everyone working on getting faster because that’s what they think Oreoing is all about, it’s not.  It’s the humanity that people appreciate. 
Laura Ellen may not be the most-followed or influential user on Twitter, but her brand loyalty is still worth fighting for. Referencing her love of chocolate, the Manchester, UK resident tweeted that she was following both Kit Kat and Oreo on Twitter:

Kit Kat responded two days later, challenging Oreo to a game of tic-tac-toe — a clever choice, given the opportunities to insert images of their products into the game itself:

Possibly foreseeing negative consequences for the loser, Oreo politely declined to engage in the gameplay, extending a compliment to Kit Kat in the process:

This is the latest in a series of fast-thinking, playful commentary from the Oreo team. The Kraft Foods-owned brand was applauded for tweeting a timely riff during the Super Bowl blackout. The team frequently uploads images of modified Oreos to its Facebook page that ride on the popularity of current events, like this one for the Mars rover landing.

Such timely creative makes Oreo’s (and in the instance above, Kit Kat’s) marketing less static and more personable — as if the brand, too, is interested and invested in the same events its fans are, and not simply pushing out the same branding messages again and again.

[via Adverve]


About Marty Wetherall