Catch The Oreo
- Brand
- Oreo
- Year
- 2013
- Objective
- Engagement
- Industry
- Food & Drink
- Mechanic
- Arcade & Action
- Platform
- App
Objective
Oreo wanted to keep its young Scandinavian fans engaged with the brand for months, not just a single moment, so it paired augmented reality — still a novel technology for consumers in 2013 — with a running prize draw that gave Danish and Norwegian players a reason to come back every two weeks.
Solution
Players open the free app, lift their phone, and watch their own room fill with Oreo cookies spilling from a stranded Oreo ship. Moving around the space for real, they swing a virtual glass of milk to catch the falling cookies while dodging spiders, and every so often the game asks for a specific body movement that triggers a shower of golden Oreos. Each catch tops up a milk gauge that drains with every miss; when the milk runs out, the round ends and the score is submitted to the ongoing prize draw. The app ran on both iOS and Android for the length of the contest.
- 1
The player downloads and opens the app, which introduces itself as an augmented-reality game open to players in Norway and Denmark competing for weekly prizes.
- 2
The game asks the player to stand up and be ready to move, since cookies will appear around them in their real surroundings rather than on a static screen.
- 3
Tapping Play starts the premise: an Oreo ship has spilled its cargo, and cookies begin falling from above.
- 4
Pointing the phone upward shows the room through the camera with Oreo cookies falling over the live view; the player physically moves around and tilts the phone to position a milk glass on screen and catch them.
- 5
Catches are scored by type: a regular cookie is worth 340 points, a cream-filled cookie 2,500 points, while a spider falling among the cookies must be dodged, since catching one costs 3,720 points.
- 6
The game periodically prompts a specific body movement; performing it triggers a rain of golden Oreos worth 5,300 points each.
- 7
The milk in the glass depletes as the player catches cookies, and must be topped up by catching falling white drops; once the milk runs out, the round ends and the final score is shown.
- 8
The player submits the score to a contest running April 8 to July 28, 2013, with prizes drawn every two weeks among entrants from Norway and Denmark.
