Campaign Goals: General brand awareness and gathering a high number of UGC entries
Template: Design your own
Unfortunately for brands, a huge incentive for participating in a UGC campaign doesn't always guarantee quality content. Especially when consumers are asked to produce something complex, like a video, they need clear instructions and illustrative examples, which is exactly what Oreo did in its latest campaign. The Oreo Games, which run from now until mid-June, is divided into four photo / video contests: Head Stack, Stack Attack, Trick Shot, and Epic Fail. Each one builds on the last, culminating in a Finals Showdown Phase, where each round's winners produce an OREO Story-O to win the grand prize: $100,000. To make sure that the content submitted was worthy of such a hefty reward, the brand did the following:
It's a risky bet to offer stacks of cash as a grand prize. To be cost-effective, it requires confidence that the campaign will generate shareable content that positively reflects on the brand. By including clear instructions, goofy animations, and four potential challenges, Oreo ensured that their $100,000 is well spent.