It’s Oreo vs. AMC Theatres | Beneath the Brand

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It’s Oreo vs. AMC Theatres

By: Janet Kalandranis

There are lots of serious topics when it comes to branding and marketing. But sometimes it’s more important to just have a little fun with a brand and see where it goes. There’s no goal at the end, no specific ROI, but instead it’s the brand just being itself. Living without strategy and without direction and letting its true colors come out. What could be more human than that?

Oreo and AMC Theatres decided to let the brands speak and take themselves a little less serious recently. It started off as an Oreo social media question to its followers that then grew into something more. Something unplanned but perhaps better for the brand than its original posted question. @Oreo asked its followers “Ever bring your own Oreo cookies to the movie theater? #slicksnacker” assuming the question would generate a response and receive some buzz around the brand. Exactly what social media is perfect for, no? The turn from here though allowed two brands to have a conversation, let down the brand guard and humor all followers who were listening.

What was that response? “NOT COOL, COOKIE” @AMCTheatres replied playing off the known fact that there is no outside food allowed in the movies yet audiences are always trying to do the sneak-in. Luckily, these two brands saw the positive nature of this fun banter and kept it going, allowing the brands to be who they really are. And good for AMC taking the bait, showcasing that it knows how to use this medium with its 136,000 followers.

And don’t worry the conversation continued with @Oreo replying “Fair enough, @AMCTheatres, but don’t hate the player, hate the game:)” Smart brand to understand this little back-and-forth humor is what followers want and what Twitter can support. Neither brand stepped back, asked the PR pros or created a new strategy – instead they just went with it. And as far as the final words - @AMCTheatres made it quite clear, “GAME ON.”