#ChasePlayfulness

Objective

OREO partnered with Bandai Namco Entertainment to launch a limited-edition Pac-Man cookie line targeting millennials and Gen Z consumers across Europe. The campaign aimed to drive engagement and sales by combining nostalgia for the iconic 1980s arcade game with interactive mobile gameplay, positioning the brand as playful and innovative while generating buzz around the exclusive cookie product.

Solution

OREO released six limited-edition cookies, each embossed with a unique Pac-Man maze design. Consumers scanned the embossed cookies with their mobile phones to unlock interactive online mazes with three playable levels. Completing the game-specific challenges provided entry into a prize draw. Rewards included arcade machines and all-expenses-paid trips to Japan. The experience integrated physical retail products with a digital mobile gaming layer, creating a cross-platform brand activation across pan-European markets (excluding the US).

Results

Not published.