Laura Ellen may not be the most-followed or influential user on Twitter, but her brand loyalty is still worth fighting for. Referencing her love of chocolate, the Manchester, UK resident tweeted that she was following both Kit Kat and Oreo on Twitter:
Kit Kat responded two days later, challenging Oreo to a game of tic-tac-toe — a clever choice, given the opportunities to insert images of their products into the game itself:
Possibly foreseeing negative consequences for the loser, Oreo politely declined to engage in the gameplay, extending a compliment to Kit Kat in the process:
This is the latest in a series of fast-thinking, playful commentary from the Oreo team. The Kraft Foods-owned brand was applauded for tweeting a timely riff during the Super Bowl blackout. The team frequently uploads images of modified Oreos to its Facebook page that ride on the popularity of current events, like this one for the Mars rover landing.
Such timely creative makes Oreo's (and in the instance above, Kit Kat's) marketing less static and more personable — as if the brand, too, is interested and invested in the same events its fans are, and not simply pushing out the same branding messages again and again.
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