The Problem
In early 2018, Post Consumer Brands announced that OREO® O’s, a fan favorite, was coming back to market along with three other delicious cookie-inspired cereals to make their ’90s kids dreams come true. Access was tasked with launching this news to Millennials in a crowded breakfast cereals marketplace.
The Solution – How we Uncomplicated the Complicated
To kick off the highly anticipated comeback and literally make dreams come true, Access executed a two-day experiential sampling event at New York City’s Grand Central Terminal with a larger-than-life, interactive breakfast table. Walking into the giant cereal bowl with dedicated rooms specially designed for photo taking and highlighting each cereal’s unique profile, consumers and media sampled the flavors, connected with the brand team and created custom content in the “Instagram playground.”
Results & Impact
The activation generated more than 70MM impressions and encouraged user generated content from visitors using the hashtag #PostDreamCereals. Access also worked with Post to launch their social channels and two influencer campaigns with more than 30 influencers – ranging from macro to micro – generating buzz and excitement around the activation and launch.
