Dive into the playful world of OREO with our latest mobile audio experience. Decode, name, and win exclusive rewards in a game as delightful as the cookie itself!
Name This OREO
An interactive mobile audio experience that lets fans decode and name OREO cookie combinations
Client
- Mondelez
Office
- New York
- United States
We’re always looking for new ways to connect with our audience, who know and love our ‘Stay Playful’ spirit. Tapping into culture and remaining engaging on social platforms is essential for OREO. This campaign perfectly embodies our ethos by delivering a commerce experience that’s not only fun but deeply representative of our brand.
Anne Martin
Director Shopper Marketing, Mondelez
As the OREO audience evolves, the brand sought to redefine its "Stay Playful" ethos by creating an engaging experience that resonates with young consumers while driving commerce.
The iconic twist, lick, and dunk of OREO cookies inspired a new language code—one that’s just as playful and creative as our audience.
Launch "Name This OREO," a mobile audio experience where fans use a simple language code to name OREO cookie combinations and unlock exclusive rewards. This activation was rolled out globally across social media, OOH campaigns, and retail partnerships.
We transformed a trending name-origin theory on social media into a viral gamified sensation that didn’t simply stem the OREO brand's traditional post-holiday slump — it obliterated it! Growth in OREO buyers, trips, and unit sales during the Jan-Feb period that this program ran exceeded the brand's holiday season performance:
- OREO unit sales at Kroger increased 17.2% over the 8-week activation period in Jan/Feb versus the prior 8-week holiday period.
- OREO’s already-high household penetration at Kroger jumped an additional 6% during the program period versus the previous period.
- OREO trips at Kroger increased during the Jan-Feb program period by +9.6% vs. the previous period.
- OREO site traffic soared +68%.
- Social reach was a staggering 350 million
'Name This OREO' is a prime example of what a great campaign should deliver—an engaging dose of entertainment, a social experience rooted in culture, and an innovative, creative approach to driving conversion. Our consumers are incredibly fun and imaginative, and this initiative perfectly captures the playfulness that has always defined OREO.
Manuel Borde
Global Chief Creative Officer, Commerce, VML
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