OREOVERSE (with 'The Most OREO OREO')

Objective

Oreo launched the limited-edition 'The Most Oreo Oreo' cookie in January 2023 and leveraged the metaverse to promote it to Gen Z audiences while expanding reach to mainstream users through celebrity partnership. The campaign positioned the brand in emerging digital spaces, combining retail marketing with immersive gameplay to drive trial and engagement around the novelty product.

Solution

Oreoverse was a branded world on Meta Horizon Worlds, accessible via PC, mobile, and Meta Quest VR headsets. Players experienced four minigames—Stack Stuf, Rocket Stuf, Explore Stuf, and Nab Stuf—built around cookie mechanics (stacking, inflating, exploring). Martha Stewart appeared as an in-world guide and livestreamed gameplay on Oreo's Instagram and Facebook on launch day to demonstrate accessibility for non-gamers. Players earned daily participation incentives to increase sweepstakes odds. The campaign was accessible through a dedicated microsite, QR codes printed on limited-edition cookie packaging, and VR hardware. The experience was produced by Media.Monks with creative direction from The Martin Agency, and available in English and French. Campaign ran from January 30 through March 31, 2023.

Results

Prize pool included VR headsets, gaming consoles, wireless headphones, and a $50,000 grand-prize sweepstakes. No quantitative metrics—participant count, reach, engagement duration, or revenue impact—were publicly disclosed by Oreo or The Martin Agency.