On Kraft's local-language Oreo web site, www.onlyoreo.com.cn, web surfers can plant a cookie tree and send a digital cookie with messages to their friends. Every time consumers send a greeting, they have a chance to win a 10 RMB ($1.47) shopping voucher for Taobao.com, China's leading e-commerce web site, run by Alibaba Corp.
Consumers can also visit online stores on Taobao.com directly from the Oreo campaign site and buy goods from those partner stores and then receive a free strawberry cookie sample.
About 150 merchants are taking part in the promotion, said Leo Chu, general manager of AKQA's Shanghai office, which developed the digital part of the campaign. "It's a different way of doing sampling for Kraft."
Above-the-line creative was handled by DraftFCB. Carat handles Kraft's media business in China.
When friends come to the campaign site to read messages sent to them, they can "bite" a digital cookie and get a chance to win an Oreo Strawberry family pack. The campaign will run through the end of May.
Kraft also uploaded an animated teaser film created by AKQA, Shanghai describing the origins of the strawberry Oreo on online video sites in China such as Youku.com to create internet world of mouth and drive traffic to the campaign site
China has been a challenging market for the Oreo brand. Kraft had to reduce the amount of sugar in Oreos to suit local tastes. It has even developed new products like Oreo flute wafers to make the brand a more familiar type of sweet snack, since Chinese do not have a tradition of eating western-style cookies. The wafers also suit Chinese weather conditions, which range from extreme heat in the south to extreme cold in the north.
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