OREO Space Dunk (Global Dunk Challenge)

Objective

OREO launched the Global Dunk Challenge in February 2017 to create a digital dimension for the brand's iconic dunking ritual. The campaign aimed to engage consumers worldwide through an innovative mobile experience, featuring celebrities like Shaquille O'Neal, Neymar Jr, and Christina Aguilera to drive participation and reinforce OREO's position as a playful, consumer-centric brand.

Solution

OREO Space Dunk (oreospacedunk.com) was a mobile web experience where users photographed a real OREO cookie using their device camera; proprietary machine learning technology verified authenticity and transformed the physical cookie into a digital asset. Players then swung their phone (accelerometer-tracked) to launch the virtual cookie into space. Using GPS coordinates from their location, the cookie was tracked across a virtual trajectory in Google Earth and landed—dunking into a glass of milk—at another real-world location, displayed in Street View. The campaign included a Snapchat lens, TV partnerships (ABC takeovers on LIVE! With Kelly, The Chew, and Jimmy Kimmel Live), milk container promotions, and social media engagement via #OREODunkSweepstakes on Twitter and Instagram. The experience launched in the U.S. on February 21, 2017, then expanded to 50+ countries.

Results

Not published.