Independent Project | Experiential Marketing, Strategy, Animation | 2 weeks
The Dunk-n-Love truck is a Valentine's day experiential event that promotes togetherness through teamwork.
Project Vision
Oreo is a cookie company focused on inspiring play in our everyday lives. For this Valentine's day season they wanted to create an event that would bring people together.
Oreo has the opportunity to help low-income families spend an extra moment together with the Dunk-n-Love truck. The Dunk-n-Love truck travels through neighborhoods and shopping centers to offer those who pass by a moment to accomplish a goal together.
Challenges
1. Find a group of people who need to spend more time together.
2. Create an opportunity for Oreo to promote their holiday products.
3. Make it as easy as possible for the audience to get involved while leaving a lasting impression.
Team
Quick Peek to the Solution
Oreo is all about being playful and filling their customers with a sense of wonder. What inspires play more than spending time with the people you care about? Through the Dunk-N-Love truck, I wanted to create an interactive experience that nurtured teamwork and communication.
Dunk-N-Love Truck
The Dunk In Love truck travels the country allowing parents and children to spend an extra moment together on Valentine's day. When parked, the screen features an interactive game that requires two participants.
Dunk the Oreos game
Oreo's current marketing
Valentine's season always promotes images of loving couples and chocolate, but for this project, I wanted to target a group that sometimes felt like they don't get enough love.
Oreo's current commercials featured around rapper Wiz Khalifa and his son piqued my interest in the parent-child relationship.
Oreo's Wiz Khalifa Commercial
Oreo's recent commercials with rapper Wiz Khalifa and his son were absolutely wonder-filled. Often times black male rappers are shown to be tough and aggressive, but in this instance Oreo shows Wiz Khalifa as a playful and loving father.
Looking at things from a single parent perspective, I became interested in creating an event for single parent and low-income families.
What challenges do low-income families face when spending time with their children?
Parents are worried about the cost of activities as well as balancing the financial support and emotional support of their children. Specifically, low-income families are less likely to spend time with their children because their so focused on putting food on the table.
Through user interviews and insights from Simmons Research, I learned more about my audience and how to help them.
Low-income families spend less time with their children than they would like to.
Source
Simmons Research
"My brother and I are more than 10 years apart and playing games was how we bonded."
Playing games with your family can promote cooperation and communication.
Marissa, 26
"Being a fun parent can be expensive."
Parents are worried about the cost of activities and balancing the financial support vs emotional support of their children.
Alicia, 27
Low-income families spend less time with their children than they would like to.
Final Solution
Take an extra moment to show someone you love them.
Valentine's day isn't always about a fancy date or being aware of how single you are, it's about showing someone you care about them. Valentine's season brings a perfect opportunity for Oreo to give people an extra moment to show that they care for each other.
Introducing the Dunk-n-Love truck
Imagine you've just left the grocery store with your kid and you hear the famous Oreo jingle coming across the parking lot. There's a moment of glee as your attention is captured by Oreo's jumping across the side of the truck.
The Dunk In Love truck travels the country allowing parents and children to spend an extra moment together on Valentine's day. When parked, the screen features an interactive game that requires two participants.
With so many ways to share your love with someone, I believe the most effective would be to simply spend time with them.
The Truck
The Oreo jingle greets the community as the Dunk-n-Love truck drives by.
The truck itself will move through different areas such as suburban neighborhoods and shopping center parking lots. These areas are easily accessible.
As the truck travels, it will play the Oreo's whistle theme song.
The Game
Once parked, the fun beings as the static screen become interactive with Oreos falling from above.
The goal is to get the Oreos into a glass of milk.
This is done by having one user hit the Oreos towards the cup, while another user tilts and moves the glass of milk to help catch the Oreos. This game would be achieved using the Microsoft Kinect.
The Prizes
When all the Oreos into the glass, the participants can go to the other side of the truck to receive a prize.
Winners receive Oreo's Valentine's Day kit.
This kit includes...The recipe card ensures that the fun continues after they leave the experience by creating the desert with a family member or even sharing their goodies with others.
Next Steps:
Creating seasonal community events.
If Oreo was to continue putting out special edition Oreo's, I'd love to create more experiential marketing events based around those releases and focus on how I could use those to bring people together.
