OREOVERSE
- Brand
- Oreo
- Year
- 2023
- Objective
- Product Launch
- Industry
- Food & Drink
- Mechanic
- Mini-Games
- Platform
- Web
- Agency
- The Martin Agency
Objective
Oreo used the launch of 'The Most OREO OREO' — a limited edition with crushed-cookie creme mixed into the filling — as the occasion to carry its long-running 'Stay Playful' platform into VR and the browser. Positioning the cookie as one that 'begs to be played with,' the brand and The Martin Agency built a play-first promotion, fronted by VR newcomer Martha Stewart, to pull both dedicated gamers and mainstream shoppers into a sweepstakes tied to in-store purchase.
Solution
Players reach OREOVERSE either in VR, through Meta Horizon Worlds on a Quest headset, or in a browser at oreoverse.oreo.com after scanning a QR code on the pack. Once inside, they run through six short cookie-themed challenges back to back: stacking a giant Oreo, working through a cookie maze, launching Oreos at clouds, catching mini Oreos with a racket, platform-jumping to feed a giant mouth, and finally catapulting off a spoon into a glass of milk. Finishing the run displays a redemption code on a giant Oreo, which the player enters into a sweepstakes running from $25 discount codes up to a $50,000 grand prize. New codes released weekly, so players who came back and replayed the sequence each day improved their odds.
Results
Sweepstakes entries topped 1.6 million, more than double the campaign's own projection, while Oreo sales rose 19% in February 2023, the month the promotion ran. The campaign also drove over 4.7 billion earned media impressions.
- 1
The player reaches Oreoverse via a QR code on 'The Most OREO OREO' package, by typing OREOVERSE.OREO.com on phone or desktop, or by opening the world inside Meta Horizon Worlds on a Quest 2 or Quest Pro headset, with the VR route restricted to players 18 and over.
- 2
The browser build is a single-player 3D Oreo world explored in first or third person and feels comparatively empty; the VR build places the same player in a shared Horizon Worlds space alongside other visitors.
- 3
The first challenge, Stack Stuf, has the player build 'The Most OREO OREO' by stacking cookie layers using a moving platform and on-screen buttons — the run's trickiest control scheme.
- 4
Explore Stuf sends the player through a maze of cookie walls that must be navigated to its centre to unlock the next area.
- 5
Two further minigames test different skills: Rocket Stuf has the player launch inflated Oreos at clouds, needing three hits to advance, while Nab Stuf hands them a racket to catch five flying Oreo minis.
- 6
Share Stuf is a platforming stretch where the player leaps between objects across the space, then launches a Most OREO OREO into a giant open mouth.
- 7
The finale, Dunk Stuf, catapults the player off a spoon onto the rim of a giant glass of milk, has them take a selfie there, then slides them down a straw into a 'winner's lounge,' completing the run as the MOST OREO.
- 8
The winner's lounge reveals a redemption code printed on a giant Oreo; codes refresh weekly, and returning on a new day raises a player's odds of winning.
- 9
Each code enters the sweepstakes, with prizes ranging from $25 Oreo discount codes, power banks and branded t-shirts up to wireless headphones, gaming consoles, VR headsets and a $50,000 grand prize, with entries closing 31 March 2023.
