The Stuf Inside (Most Stuf OREO AR)

Objective

OREO launched Most Stuf, a limited-edition cookie variant, in early 2019 and sought to drive engagement and buzz around the new product. The brand wanted to create an innovative digital experience that would digitize OREO's iconic 'twist, lick, and dunk' ritual while driving consumer participation during a 30-day promotional window ending on National OREO Day. The campaign aimed to reach North American audiences with an interactive AR experience tied to the physical product.

Solution

The Stuf Inside was a 30-day mobile AR sweepstakes app (thestufinside.com) that allowed users to scan physical Most Stuf OREO cookies with their phones using TensorFlow-powered image recognition (99%+ accuracy). Upon recognition, users swiped on screen to virtually twist open the digital cookie, revealing one of 28 daily prizes. The campaign offered a tiered prize structure including OREO-branded merchandise, major appliances (OREO Roomba), limited-edition vehicles (OREO Jeep Wrangler), and branded collaborations with K2, iRobot, Grado, and Gray Malin. The grand prize was a trip to see the Broadway musical Waitress. The app was hosted on Microsoft Azure for scalability and ran from February 4 to March 6, 2019, across North America.