The Stuf Inside
View the case- Brand
- Oreo
- Year
- 2019
- Objective
- Sales
- Industry
- Food & Drink
- Mechanic
- Mini-Games
- Platform
- AR & VR
- Agency
- Nansen
Objective
OREO built the game to launch Most Stuf, a limited-edition cookie, and give fans a reason to keep coming back across a 30-day window running up to National OREO Day on March 6. Rather than ask people to download an app, the brand put its signature twist-lick-dunk ritual into the mobile browser, betting that a low-friction, camera-based game tied to a fresh prize every day would keep the promo top of mind through the whole run.
Solution
Players went to thestufinside.com on their phone, opened the in-browser camera, and pointed it at a real OREO cookie. The cookie came alive on screen as a virtual double, and a single swipe twisted it in half to reveal "the stuf inside" — either that day's prize or a friendly miss. No camera or cookie handy? A "Need Help?" button dropped players into a Play Without Camera mode so they could still take their daily shot. One play was allowed per day, with the prize changing daily — anything from product coupons to an Xbox One, a K2 snowboard, Grado headphones, a Roomba, or an OREO-themed Jeep Wrangler — and every entry also carried a shot at the grand prize, a trip for two to New York to see the Broadway musical Waitress.
- 1
The player opens thestufinside.com on a phone or tablet and can add it to the home screen, so it behaves like an app without a store download.
- 2
The game asks for camera access and has the player point the phone at a real OREO cookie; once recognized, a virtual animated OREO appears on screen in its place.
- 3
The player swipes to twist the virtual cookie apart, and the stuf inside reveals whether that day's instant prize has been won.
- 4
Daily prizes rotate between product coupons, branded merchandise, and larger items such as an Xbox One, a K2 snowboard, Grado headphones, a Roomba, a Gray Malin print, or an OREO-themed Jeep Wrangler.
- 5
A camera-free path is available: players without a cookie or camera access tap "Need Help?" and choose "Play without Camera" to run the same twist-and-reveal without scanning.
- 6
Each player gets one attempt per day, capped at one instant prize daily, so returning on later days is required to try for a different prize.
- 7
Every attempt also enters the player into a grand-prize drawing for a trip for two to New York with tickets to the Broadway musical "Waitress," with a winner picked at random after the promotion ends and notified by email.
