Mondelez has taken the convergence of media to the next level by allowing Oreo lovers to customise recipes based on trending Twitter conversations, using 3D-printing, social media and engagement.
Mondelez has taken the convergence of media to the next level by allowing Oreo lovers to customise recipes based on trending Twitter conversations, using 3D-printing, social media and engagement.
The interactive experience dubbed the ‘Trending Vending Lounge’ prints out customised designs based on Twitter conversations using the hashtag #eatthetweet. Displaying the engagement exercise at the South by Southwest (SXSW) conference, the machine allows users to choose from 12 flavours and colours of fillings as they watch their cookie being constructed by a clever 3-D printer.
Bonin Bough, vice president of global media and consumer engagement at Mondelez International (Oreo’s parent company) said that they wanted to create a unique experience.
“We wanted to create a customized consumer experience based on what is trending on Twitter. It’s a bridge between real-world events with online conversations. We see this as the future of connectivity, a journey from consumer engagement on social platforms, all the way through to a physical product, in real time and in real life,” he said.
Bough said his role is focused on “digitising the media and consumer engagement experience” at the company and that “technology will be the thread of connection through every single thing” that they do.
“Not only could I see an Oreo Super bowl TV spot and then experience on twitter, but I could then maybe experience that exact same consumer engagement right through to the physical product,” he added.
SXSW is known well for its futuristic interactive experiences and allows company’s to trial whacky ideas, however with the growing interconnectivity of media and user engagement with brands through media channels like Twitter, ‘Trending Vending’ could be more than just a gimmick. It could be an extension of consumer engagement for brands, allowing personal connections to develop further into customised demands.
So marketers, don’t waste time dunking your biscuits in tea and pay attention to what could be the future of digital marketing.
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