Playful Dunks
- Brand
- Oreo
- Year
- 2021
- Objective
- Engagement
- Industry
- Food & Drink
- Mechanic
- Arcade & Action
- Platform
- Web
- Agency
- AliveNow
Objective
Oreo built the campaign around its own signature ritual, "Twist, Lick & Dunk," and wanted a way to make people re-enact it as play rather than watch it in an ad. A web-based AR game removed any install barrier — tapping a link opened the game straight in the phone's browser — while a companion Instagram effect added social reach and a two-player mode, and a leaderboard reward gave players a reason to keep coming back for a better score.
Solution
The player opens a link on their phone, the front camera turns on, and an Oreo cookie appears balanced on the tip of their nose. A stack of cookies and a glass of milk sit on screen alongside a running timer. To score, the player opens their mouth at just the right moment so the cookie drops off their nose and into the milk — each successful dunk adds to the tally, and the round ends when the clock runs out, with the final score submitted for a shot at a leaderboard reward. The Instagram version, Oreo Face Dunk, turns the same motion into a head-to-head match: two people share the frame and race to time their dunk first, with a results screen showing both scores and a prompt to run it back.
- 1
The player opens a link on a mobile browser and the game loads without an app install; the front camera activates and begins tracking the player's face.
- 2
A virtual Oreo cookie appears fixed to the tip of the player's nose, following the head as it moves, alongside an on-screen stack of cookies and a glass of milk.
- 3
The core action is timing-based: the player opens their mouth at the right moment to drop the cookie off their nose and into the glass of milk below; missed timing sends the cookie astray.
- 4
Each successful dunk scores points, and the player repeats the action against a countdown, aiming to land as many cookies as possible before time runs out.
- 5
When time expires, the player submits their score, with top performers earning rewards.
- 6
A companion Instagram AR effect, available in two languages, offers a two-player mode where both players share the frame and race to time their own mouth-opening and cookie-dunking at once.
