The Campaign

Turn every piece of cookie into an exciting experience, with AR. Leveraging Alipay's AR scanning, we turned every piece of Oreo cookie into entrance to an exciting and sharable brand experience: 18 fun mobile games hidden in different cookie combinations. The winner gets a big prize from Oreo.

Creative Execution

1. Warm-up period(3/1/18—3/11/18) 1) The official Weibo and WeChat released #Oreo black technology# related copy to arouse consumers’ curiosity 2) Change the product packaging, release information of related activities and introduction of experience process. 2. Campaign launch time(3/12/18—3/25/18) 1) Weibo “hot topics”, OTV and other large exposure media resources launched to attract consumer experience activities; 2) Official weibo and wechat announced the content of the event and branding celebrity, and raises the volume by celebrity who also join the game and win the scores; 3) Celebrity Wang Yuan released post, leading the fans to spread the information of the event and create a large amount of UGC. 3. After Campaign(3/26/18—4/20/18) 1) Official weibo and wechat still keep unlock the games to maintain the volume of the topic; 2) KOLs and media resources are allocated and diverted to maintain the activity.

50 million interactions 900 million social impressions e-store sales uplift x 10 times $ 3 million media value earned

We turned every Oreo cookie as a media to engage young consumers and deliver brand experience.

Insights, Strategy and the Idea

The app Alipay and mobile gaming is prevailing among Chinese young generation. By Alipay's AR scanning technology, we creatively combined these two things to turn every Oreo cookie into a gaming entry, which can not only arouse great social buzz, but also trigger young generation’s interests and advocacy. Because this Oreo Obox project attracted more young people to download Alipay, this biggest mobile pay service provider in China offered its scanning window to us and provided inner advertising spots for FREE.