The OREO Doomsday Vault was born thanks to a fan’s concerned tweet. So we went to Svalbard, Norway, built our vault and went back to Twitter to let her, and the world, know we were on it.

Our main film ended with a CTA telling fans the exact coordinates of the vault and inviting them to go in case the asteroid hit.

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, with a light-hearted and fun 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 then released a long-form film that followed the OREO Doomsday Vault’s design and construction process. A CTA at the end shared the vault location, and invited fans to visit in case of impact.

Our campaign was inspired by social listening, coming across a tweet from a fan who was concerned about an asteroid destroying OREOs.

To make sure she, and the rest of the world, could rest assured OREOs would live forever, we built our Doomsday Vault and we invited everyone to go in case the asteroid hit, giving them the exact coordinates at the end of our film.

The first step was replying to the original tweet. 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.

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