纳贝斯克全球奥利奥库
![](http://images.weserv.nl/?url=//upload.wikimedia.org/wikipedia/commons/thumb/3/3e/Oreo-Two-Cookies.jpg/220px-Oreo-Two-Cookies.jpg)
全球奥利奥库是纳贝斯克在2020年时的一个宣传噱头,这宣传声称,奥利奥的配方被存放于一个在斯瓦尔巴全球种子库附近的水泥碉堡中。
历史
![](http://images.weserv.nl/?url=//upload.wikimedia.org/wikipedia/commons/thumb/e/e3/Svalbard_Global_Seed_Vault_Exterior_2020.jpg/220px-Svalbard_Global_Seed_Vault_Exterior_2020.jpg)
2020年十月,纳贝斯克在社群网站上声称他们在挪威斯瓦尔巴群岛上建了一座小间的水泥碉堡来保存奥利奥的配方,以应对2018 VP1小行星在2020年11月2日或3日的撞击;[1][2]然而,天文学家指出,这颗小行星非常不可能撞击地球。[3][4]奥利奥库的图像基于现实中的斯瓦尔巴全球种子库,[3][5]且其声称的位置接近种子库。[6]宣传声称,奥利奥库中包括了以Mylar包装的奥利奥、奶粉以及奥利奥饼干的配方。[7]
这个宣传活动的灵感来自2020年10月3日的一则推文,[8][9]
这家公司并在YouTube上传了一系列关于奥利奥库的恶搞影片,[10]并发放了关于奥利奥库诞生过程的仿纪录片社群内容。[8][11]这噱头由奥利奥行销团队及广告代理商360i和The Community所制作。[8]
奖项
这项宣传活动获得数个广告和线上内容奖项及提名。这宣传得到2020年Clio奖[12]及2021年威比奖[13]的提名,并荣获2021年Muse奖、[14]Shorty奖、[15]及Cresta国际广告奖[16]等奖项。这宣传也获得Adweed的年度行销活动读者之选的荣誉。[8]
参考资料
- ^ Oreo Built an Asteroid-Proof Vault to Protect Its Cookies. Nerdist. [2023-07-07] (美国英语).
- ^ Oreo Builds Vault to Store Cookie Stash for the World. Food Network. [2023-07-07] (英语).
- ^ 3.0 3.1 Oreo stashed its cookies in a doomsday vault in preparation for the 'Election Day asteroid'. CNET. [2023-07-07] (英语).
- ^ Oreo has built a doomsday vault to protect its cookies and recipe. UNILAD. 2023-07-05 [2023-07-07] (英语).
- ^ Oreo built a doomsday vault to protect its cookies from a harmless asteroid. Futurism. 23 October 2020 [2023-07-07].
- ^ Schwartz, Nate. Oreo planned to defeat an asteroid. Here's how. Deseret News. November 3, 2020 [2023-07-08] (英语).
- ^ Meisenzahl, Mary. Oreo built an 'asteroid-proof doomsday vault' for cookies as advertising takes a turn for the apocalyptic. Business Insider. [2023-07-07] (美国英语).
- ^ 8.0 8.1 8.2 8.3 Zelaya, Ian. How Oreo Made a Doomsday Vault That Fans Voted 2020's Top Ad. www.adweek.com. 14 December 2020 [2023-07-07] (美国英语).
- ^ Steiner, Chelsea. Let's Survive the Apocalypse in the Global Oreo Vault. The Mary Sue. 2020-11-01 [2023-07-07] (英语).
- ^ Pomranz, Mike. Oreo Built a 'Doomsday' Vault to Protect Its Recipe and Cookies. Food & Wine. October 26, 2020 [2023-07-07] (英语).
- ^ Gill, Tarvin. Oreo built a doomsday vault for its cookies in case an asteroid hits earth. Which it wont.. Mashable SEA. 2020-10-27 [2023-07-07] (en-sg).
- ^ Oreo - The OREO Doomsday Vault. Clios. [2023-07-07] (英语).
- ^ The OREO Doomsday Vault. Webby Awards. [2023-07-07] (英语).
- ^ Awards, MUSE Advertising. The Oreo Doomsday Vault by The Community & 360i. MUSE Advertising Awards. [2023-07-07] (英语).
- ^ The Oreo Doomsday Vault - The Shorty Awards. shortyawards.com. [2023-07-07].
- ^ The OREO Doomsday Vault. www.cresta-awards.com. [2023-07-07] (英语).