In the 15 seconds following the screening of Oreo's "Cookie or Creme" Super Bowl ad, the brand's Instagram following jumped from 2,200 to 22,000, says brand manager Susan Burris. The continuing campaign, which asks consumers to share photos so that they can be made into cookie or cream sculptures, has since boosted Oreo's following to more than 50,000. "We're not just launching an Instagram page, we're launching an engagement experience," Burris says.