The OREO Doomsday Vault

About the Work In the midst of an intensifying pandemic, nationwide protests and the craziest presidential election of our lives, the world’s most playful cookie decided to give the world some much-needed relief. So when a fan alerted us that, on top of everything else happening, an asteroid was coming towards the Earth and could destroy OREOs (along with the world), we couldn’t take any chances. Inspired by the Global Seed Vault in Svalbard, Norway, we ventured up to the Arctic Circle and built a real apocalypse-proof vault to safeguard OREOs for all eternity. We began teasing the idea on social and then went dark – something OREO has never done. We then revealed the OREO Doomsday Vault project on Twitter and YouTube with a long form film that documented the design and construction process, shared the vault location, and invited fans to visit in case of impact. Our followers and dozens of brands immediately wanted in, going as far as searching for clues about the door code within the mockumentary – a search we happily indulged by dropping clues and, eventually, making a real-time response video that revealed it. And they were asking to help, so we held security guard interviews on our DMs. Norway went as far as turning it into an official tourist destination in a tweet. We even sent our most loyal fans and Instagram influencers apocalypse-proof packs of OREOs designed to survive extreme heat and cold. We turned a single fan tweet into: 415+ earned media placements (during Election Week) 100+ million impressions (more than a Super Bowl spot) 20+ major brands asking to join our vault 75% more engagement than a standard OREO post 286% ROI #1 share of voice on social of all brands in October And at a time when the world seemed more divided than ever, we gave people one thing to agree on –