The OREO Doomsday Vault was born thanks to a tweet. So we built it in Svalbard, Norway and took it back to social.

We launched teasers, we interacted in real time with brands who wanted to join our vault, and with fans who wanted to work for us. We created custom packs for influencers wrapped in mylar so they could survive extreme temperatures.

While the internet was talking about the pandemic and the election, we gave them a little playful relief, which they embraced to the point of creating memes, songs, and even conspiracy theories on reddit and Clubhouse.

OREO’s brand essence is all about being playful. But we were in the midst of an intensifying pandemic, nationwide protests, the craziest presidential election of our lives, and growing stress and anxiety all around the world.

So the world’s most playful cookie had to give the world some much-needed relief. We had to cut through all the negative talk going on social with a playful campaign that stayed true to the brand’s personality without being tone deaf.

When we came across a fan’s tweet alerting 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 documented the process and took our Vault to social, with 40+ pieces of content including film, behind the scenes videos, stories, influencer packs, and more.

It all started with an ordinary tweet from a fan, @oliviagordn, worried about OREOs. So after discovering it, we had to go all the way to make sure that she, and the rest of the world, could rest assured OREOs would live forever. We mainly used Twitter because that’s where the conversation was happening, but we created content for Instagram stories and YouTube to tell the whole story. Especially on Instagram, we sent influencers a pack of apocalypse-proof OREOs wrapped in mylar, just like the ones we put in our vault.

The first step was replying to the original tweet and then going dark – something OREO had never done. Three days later, we began teasing the idea with a letter from OREO Headquarters and tweets to NASA and Norway.

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 – a search we happily indulged by dropping clues and making a real-time response video that revealed it.

And fans wanted to help, so we held security guard interviews on our DMs.

We even sent our most loyal fans and Instagram influencers apocalypse-proof packs of OREOs designed to survive extreme heat and cold

Our social content drove nearly 4MM organic impressions, 324K+ video views and 178K+ engagements in only five days. On average, it takes OREO nearly two weeks to drive on-par impressions.

Overall, we managed to turn one single tweet into:

415+ earned media placements

100+ million impressions

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