Facebook Playable Ad
- Brand
- Oreo
- Year
- 2019
- Objective
- Engagement
- Industry
- Food & Drink
- Mechanic
- Arcade & Action
- Platform
- Social
- Agency
- AliveNow
Objective
Mondelez needed to launch Oreo Cadbury Dipped in India and wanted the product's core idea — dipping the biscuit in chocolate — to come from the audience's own action rather than a passive ad. Playable Ad format was still new to Indian Facebook feeds, so backing it also let Oreo stake out that space as an early mover and pull higher in-feed engagement than a static or video unit would.
Solution
A short lead-in clip with a game-controller icon appears in the Facebook feed, inviting the viewer to play without leaving the app or installing anything. Tapping it opens a full-screen mini-game: a chocolate cannon faces a bare Oreo biscuit, and the player taps the screen to fire rounds of chocolate at it, timing each tap so the shot lands and coats the biscuit. The session runs for as long as the player keeps tapping and dipping, then closes on an end card carrying a call to action and an outbound link.
- 1
The game runs as a Facebook Playable Ad: a lead-in video in the feed carries a gamepad icon signaling the post is playable, and tapping it expands the game full-screen inside Facebook with no app install required.
- 2
The player faces a chocolate cannon aimed at an Oreo cookie that needs to be coated in Cadbury chocolate.
- 3
Tapping the screen fires a chocolate ball at the cookie; landing the shot coats the Oreo in chocolate, and the shot must be timed correctly for the dip to register, repeating over several rounds.
- 4
The session ends on a final screen with a call to action and an outbound link to the product.
