AMC vs Oreo: Magic Happens When Brands Show Personality

AMC vs Oreo: Magic Happens When Brands Show Personality

By: Katy Ryan Schamberger
September 27, 2012

amc theatres twitterWe pay a lot of attention to what brands do in the social space—not only because it’s our job, but because it’s downright interesting, too. And when we saw the Twitter war erupt Tuesday between AMC and Oreo, well, we laughed—really, really hard!

AMC v. Oreo: The Backstory

Here’s the scoop. Oreo tweeted the following message:

oreo tweet

And in a brilliant counter, AMC replied with three simple but effective words:

amc tweet to oreo

Since then, AMC’s tweet has been retweeted more than 500 times. And each brand has posted another reply, too:

oreo tweets amc


amc twitter

Why This Rules, aka The Power Of Personality

On the surface, this is a hilarious Twitter exchange between two global brands. But to us, it’s much more than that—it’s a case study in why brands should have personalities.

When we work with brands and businesses in the social space, many of them are leery about creating a company personality—instead, it’s more familiar to act like a business entity rather than an individual. And each time, we do our best to counter this way of thinking.

After all, brands are created and run by people—so, by extension, they’re people, too, right? And every brand has a story. What are you, as a brand, passionate about? What do you want your customers to know about your brand? What sort of experience do you want to deliver? All of these questions (and many more) are critical in shaping your brand’s personality and story, two components that will guide your digital marketing strategy and be especially important as you devise and implement your content marketing strategy.

Today’s consumers are bombarded by brands. No matter what product or service they seek, they’ve got options—lots and lots of options. By showing the personal side of your business and telling your brand story, you’ll have a much better chance at forming a connection with a customer—and that sort of relationship-centric marketing can prove hugely valuable in the long-run.

Take the AMC/Oreo situation, for example. AMC could have responded in a myriad ways (or not at all). They could have channeled corporate-speak in talking about the no outside food rule, or linked to their food and beverage policy. But that’s not what AMC is about. Instead, they want to deliver a fun, entertaining experience to moviegoers—and that sort of lighthearted personality is reflected in the company’s responses to Oreo.

And while we’re on the subject? Kudos to AMC for keeping such a close eye on the Twitter stream and finding unexpected engagement opportunities. Shane Adams, AMC’s interactive marketing manager and author of the original reply, is not only brilliant—he’s a friend of ours, too, and we’re thrilled to see his efforts get such widespread coverage.

But we digress. If there’s a lesson in all of this for brands, it’s that you should identify your brand’s story and personality—and then use those tools to guide your digital strategy and content creation. Although we tend to learn from situations in which brands or businesses made embarrassing missteps, the AMC/Oreo exchange is a pertinent reminder that we have as much to learn from companies who do things the right way, too.

What did you think of AMC’s reply to Oreo? Are there other brands who are doing a great job of sharing their stories and personalities in the social space? Give ‘em a shout-out, won’t you?

Lead image via Chicago Tribune

  • Love this!! Twitter is probably the best platform for interacting with brands as it is — as you mention — run by people. There is a real life person behind every tweet. The interaction was positive promotion for both brands. Very well played.

  • This is why it always amazes me when brands I work with initially say, “Oh, we don’t do that ‘personality’ thing — we’re a brand.” To which I reply, “Which is exactly why you need one. People do business with people, not PMS colors and logos.” Great story!

  • evolutionfiles

    Great post! I am in awe of the creativity of those tweets. I’ve also seen some creative tweets from other consumer brands like @chex_mix – but would just love to see the more corporate and B2B twitter accounts start adding the fun like Oreo and AMC do.

  • ShellyKramer

    We agree, Bear!

  • Real-time marketing. So many brands pay it lip service. So few brands do it right. This is marketing. This is PR. This is influencing your brand perception. And it costs a lot less than a billboard or a TV commercial. Not that there isn’t a place for those tactics and others in the toolbox. But most companies have not made the cultural and budget shift enough toward real-time marketing. AMC is obviously an exception.

  • ShellyKramer

    You said it, bro. [didn’t that sound cool?] Seriously, I totally agree.

  • Great post! Thanks for the love! -Shane

  • well, this is indeed great to see that some of the big corporate brands show a fun personality. Next step would be to BE that person, too in their day-to-day interaction with consumers.

  • ShellyKramer

    Agreed 🙂

  • Very clever interaction by both AMC and Oreo. One discussion I keep having is the difference between B2B and B2C. Personally, I’d like to see some of the B2B interactions still show some personality. If you do not want to be a commodity, where it always comes down to simply “price”, then you have to show value. Sometimes having a personality, and open engagement, can show that value.

    Old-school B2B tends to be conservative, though. Company leadership fears that competitors will take that “humanized brand”, and pass it off as weakness or “unprofessionalism”.

  • ShellyKramer

    I’m with you, Brian. And helping B2B companies show personality is a lot of what we do on a daily basis. It’s not always easy, but wow, it sure works. Thanks, as always, for coming by!

  • Wow, this is great! Best article i’ve read today! What a great and playful example of “who” each brand really is. In this case, both brands meant to emphasize fun and playfulness of sorts. I think this is a wonderful display of character not to mention in Oreo’s case, this further explores how creative people over the years have gotten with their cookies! Well played guys 🙂

  • Consumers like brands that let their personalities shine through and this is a great example of using Twitter to do just that so thanks for sharing!

  • ShellyKramer

    We agree! Thanks Niki!

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