OREO: Twist, Lick, Dunk
Open the game- Brand
- Oreo
- Year
- 2012
- Objective
- Engagement
- Industry
- Food & drink
- Mechanic
- Arcade
- Agency
- PikPok
Objective
Oreo sought to activate consumers through a branded mobile game that translated the brand's iconic ritual of 'twist, lick, dunk' into interactive gameplay. The campaign aimed to engage mobile audiences through social competition and connect Oreo's heritage (spanning 100 years of flavors) with digital entertainment.
Solution
A free arcade-style mobile game launched on iOS (November 30, 2012) where players twist, lick, and dunk flying virtual Oreo cookies into milk. The core gameplay loop involved collecting gameplay bonuses tied to real-world Oreo flavor variants across the brand's 100-year history. Players could unlock dozens of limited edition flavors, compete against friends and strangers, and share scores on Facebook and Twitter. The game featured colorful graphics, high-quality sound, visual effects, and in-game push notifications delivering Oreo news through Carnival Labs' Core Push technology.
Results
The campaign won Best in Show and Most Innovative Brand in Mobile at the first-ever Mobile Mafia Awards held in Manhattan on September 23, 2013, during Advertising Week.
