Why is this work relevant for Brand Experience & Activation ?

Oreo launched an AR game that contains three different features and inspired by the classic way to eat an Oreo-Twist, Lick, Dunk. The joint Alipay effectively uses AI, panoramic balls, gyroscopes, Technologies such as SLAM upgrade the interaction between the Oreo brand and consumers from 2D to 3D. More cooperation with Ant Farm, playing games and dress up. At the campaign promotion event, Oreo invited popular young celebrities in china, Wu Lei, Guan Xiaotong and Deng Lun to experience the fun. With their inspiration, more game players have enjoyed the game, experiencing the spirit of Oreo and having fun.

Background

Situation Oreo is a star product in Mondelēz International. The advertising method of “twisting, licking, and soaking” is also deeply rooted in the hearts of the people. With the upgrade of the Oreo brand in recent years, it is expected to continue to infiltrate the spirit of “playing together” to maintain a young image and give plenty of room for AR marketing. Brief The AR game upgrade has led to an increase in the number of games and difficulty. How to break through last year's success, attract consumers to participate, and maintain the player's stickiness for a long time, which are the social communication challenge of our campaign. Objectives 1) Oreo AR2.0 upgrade experience, upgrade the brand and consumer interaction from 2D to 3D. 2) Convey consumers new concept of “play together with Oreo” to stimulate product sales. 3) Inspire consumers' imagination and creativity to enhance interactive total UV, PV.

Describe the creative idea (20% of vote)

Technology gathering Make full use of the most advanced black technology in the AR field: AI, panoramic ball, gyroscope, SLAM, which can upgrade the brand and consumer interaction from 2D to 3D. Target audience &relevance to platform Multi-dimensional communication across the entire circle, and cross-border cooperation with Ant Estate, playing games and dressing up, doing cross-border cooperation with the public welfare. In order to enhance the competitive and incentive, Oreo AR game globally rewards Oreo gold, silver and copper medals and 3D printed game medals. Users who participate in this game and rank in the top 10 will receive a limited edition pure gold medal from Oreo. Many people on Chinese social media discussed the high-tech gaming experience, endorsement of popular celebrities and gold medals. This campaign enables Chinese fans to better understand and interact with Oreo and more young people to fall in love with such an interesting brand.

Describe the strategy (20% of vote)

Target audience More than 500 million young people breed a huge purchasing power, Oreo around their own brand tonality, need to constantly find a platform suitable for showing their own brand to do marketing. Oreo through a fun marketing campaign to communicate with consumers, high-frequency grab their attention. Approach: More than 12 million participants, and has been widely discussed on Chinese social media platforms. According to statistics, Alipay, as the originator of online operations, who can directly reach 600 million users. At the same time, Oreo's can break into more layers and fields. Whether it is the cross-time relay of Weibo, the music platform star network red, or the UGC driving force that stimulates the participation of the whole people through the game itself, the audience of each circle is still the brand wants to reach.

Describe the execution (30% of vote)

Implementation: utilizing AR technologies, such AI, panoramic ball, gyroscope, SLAM, etc Oreo AR Twist With the built-in gyroscope, To reach the required scale by manipulating the angle of the phone Complete motion tracking and judgment in the game；Improve user engagement and enhance authenticity Oreo AR Lick The panoramic camera can put the virtual Oreo in a real environment, Surrounded by floating Oreo realize interaction with real space and offer a 360° immersive experience Oreo AR Dunk Inspired by the well-known "1/3 sec for 3 seconds"，To always dunk 1/3 biscuits in the milk Participants have to move them up and down constantly and smartly, which brings a lot of fun. Maximizing social communication Oreo Brand Ambassador Wu Lei, Guan Xiaotong and Deng Lun formed a challenge team to play. Then, Game attract more than 12 million participants, and has been widely discussed on Chinese social media platforms.

List the results (30% of vote)

Learning from Alipay, Oreo also combines the elements of human body posture study. Just let your gestures be recognized by AR and start the corresponding games, Thus, Oreo’s marketing layout has reached the forefront of technology At the same time, Alipay AR is also engaging in this game. By scanning “奥” on the packaging to participate this marketing event with Ant Farm chicks. Oreo also gathers people together for public welfare in the form of interesting interaction thought Ant Farm. The online interaction is excellent, winning a high value of free media coverage. Oreo AR Bounty Challenge total PV: 750w+; total UV: 670w+ Peak total PV on March 23: 110w+; total UV: 102w+ Alipay Ant Estate x Oreo AR Jumping on the line 1 month UV up to 2500w+ #Are you the one who play the Oreo most# Weibo topic reading volume: 630 million; Discussion : 50.14 million;