Ms. Chen bases that assessment on data like fans’ interaction with the content that the brand posts on its Facebook page. From the initial Daily Twist on June 25, through the ad that ran on Aug. 20, “ ‘likes,’ comments and ‘shares’ ” have increased an average of 110 percent, she said, rising to more than 14,500 from about 7,000.

The Daily Twist effort is meant to complement a print ad campaign for the 100th anniversary, Ms. Chen said, which give the Oreo perspective on moments from the last 100 years like the introduction of the yo-yo, the arrival of 3-D films and the invention of Pac-Man.

The daily ads are “to show the world how relevant this brand is now,” she added, by commenting on “real-time happenings.”

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There will be various steps in the process of the live creation of the Daily Twist finale next week. As the Oreo and agency representatives outline it, consumers will be able to submit ideas from 8 to 10 a.m. From 10 a.m. to 12:15 p.m., the representatives on site will narrow the field to eight submissions and sketch proposed ads based on those ideas. At 12:15, three finalists will be posted on the American Eagle Outfitters sign and Facebook for the public to vote on, using Facebook and Twitter. The voting will be closed around 1:45 and a winner announced by about 2. The event will continue with giveaways, sampling and other activities until 4.

“Advertising tends to be a business that starts a little later” than 8 a.m., “but not this time,” Jill Applebaum, senior vice president and group creative director at DraftFCB New York, said, laughing. Ms. Applebaum will be among the representatives working on site, she said, along with “a photographer, a retoucher” and, most likely “waiting in the wings,” lawyers to vet the consumers’ ideas.

During the weeks of creating the daily ads, “it changed the way you read the morning news,” Ms. Applebaum said, because “you’re reading it through that Oreo filter.”

“It’s been the best feeling in the business,” she added, “to see your work make people do something — share it, talk about it.”