Space Dunk
- Brand
- Oreo
- Year
- 2017
- Objective
- Engagement
- Industry
- Food & Drink
- Mechanic
- Racing & Sports
- Platform
- Web
- Agency
- Google ZOO
- With
- 360i
- With
- Carat
- With
- Jam3
Objective
Mondelēz billed OREO Dunk Challenge as its biggest global campaign yet, backing it with TV spots starring Shaquille O'Neal, Christina Aguilera, and Neymar Jr. to turn the brand's signature dunking ritual into something people would perform and post about themselves. Space Dunk, built with Google, was the campaign's digital layer: a way to make that ritual playable on a phone, tied to an actual purchase, and built to travel across social feeds.
Solution
You open oreospacedunk.com in your phone's browser and point the camera at a real Oreo — the site won't move forward until it recognizes an actual cookie, then turns it into a virtual one on screen. From there you swing the phone like you're winding up to throw it, and the strength of that swing sets how far the cookie flies. Launch happens from your real location on a satellite map, sending the cookie arcing up through the stratosphere and into space before it drops back down and dunks into a glass of milk somewhere else on Earth, revealed through a street-level view of that spot. The session ends with your flight distance and a shareable image or GIF of the whole trip, with a prompt to post it and challenge friends to beat it.
- 1
The player opens oreospacedunk.com in a mobile browser — a web experience that requires no app install.
- 2
The site prompts the player to point their phone camera at a real Oreo cookie; recognition confirms it's a genuine Oreo before letting the player continue, then renders a virtual copy of the scanned cookie on screen.
- 3
The launch point is set to the player's own real-world location, shown on a satellite view of Earth; the player swings the phone like a throw, and the speed and force of the swing determine how far the cookie flies.
- 4
The cookie's flight plays out as an animation rising from the player's street through the atmosphere into space, composited over real satellite imagery.
- 5
The cookie comes back down and dunks into a glass of milk at one of over 80 locations worldwide, with the landing spot revealed through a Google Street View panorama.
- 6
The session ends with the player's throw distance displayed, and an image or GIF of the cookie's journey that can be shared to Facebook or Twitter to challenge friends.
