The Yes Or No Game
View the case- Brand
- Oreo
- Year
- 2020
- Objective
- Engagement
- Industry
- Food & Drink
- Mechanic
- Quiz & Trivia
- Platform
- Web
- Agency
- Publicis Groupe
Objective
Mondelēz wanted the parent–child bond that Argentine families had rediscovered during 2020's lockdown to outlast quarantine, with Oreo positioned as the everyday excuse to keep playing together. The brief also had a sharper edge: turn a game parents grew up with into something teenagers would actually play, and funnel that engagement into a registered promotion Mondelēz could measure and reward.
Solution
You open nisinino.com.ar on your phone or laptop — no download — and gather the family around one screen. An AI host asks you questions out loud, and you answer by speaking into the microphone; the game listens in real time and ends your run the instant you say «sí», «no», «blanco» or «negro». Each round runs 20 questions, and surviving them all without slipping posts your score to a national leaderboard. Climb high enough in the weekly standings and you win a box of Oreo.
Results
The campaign collected 600,000 target user IDs, drove a 22% sales increase, and reached 13 million total campaign views.
- 1
The player opens nisinino.com.ar on a phone or computer, an Oreo-branded site framed as a duel against an AI-powered bot rather than a trivia quiz — a test of skill and concentration.
- 2
The bot explains the rule of the classic Argentine parlour game: answer every question it asks, but never say one of four forbidden words — "sí", "no", "blanco", or "negro". Uttering any of them ends the run immediately.
- 3
The core loop is spoken, not typed: the bot asks a question aloud through the speaker, the player answers aloud into the microphone, and the bot listens in real time and rules on whether the answer got through clean or broke a rule, letting the whole family play together in one room.
- 4
A full run consists of 20 questions pulled from a large bank written to bait reflexive answers, so no two playthroughs pose quite the same traps.
- 5
Each run's score posts to a national leaderboard, turning the living-room game into a country-wide competition.
- 6
Players aged 13 and up anywhere in Argentina who rank high enough win Oreo product weekly, with the registered prize set at 14 boxes of Oreo Regular 117g.
