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360i and Carat virtually launch Oreo cookies into space with Google Earth

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Mondelez’s Oreo cookie brand has rolled out a rather ambitious (at least in terms of concept) mobile game that allows fans of the chocolate snack to launch Oreos into space and watch them fall into glasses of milk all over the world. The idea is to get Oreo fans all over the world in touch with their inner children. Created by Google's internal creative ZOO team alongside 360i and Carat, as well as production partner Jam3, visitors to http://www.oreospacedunk.com can virtually dunk an Oreo cookie from an epic height, launching it from one location into the stratosphere and back down to earth somewhere in the world.

The game, which is part of the brand’s new “Oreo Dunk Challenge” campaign, begins by asking players to take a photo of an actual Oreo cookie. Once the photo has been taken and “cookie recognition” has taken place, the Oreo transforms into a digital version of itself. Players can then swing their phones to determine how far they want their Oreo to go; the faster the swing, the further the Oreo will “travel” before descending and dunking into a virtual glass of milk somewhere else in the world. Google then reveals the location of the space travelling cookie via Street View. Players can also watch their digital Oreo’s travels on Google Earth via a short video. In an example video shared by the brand, an Oreo is seen traveling past an airplane and clouds as it ascends into space before falling into a glass of milk that’s situated in front of Stonehenge. Users can also share an Image or GIF of their Oreo biscuit’s journey and distance on social media, encouraging their friends to join the Oreo Dunk Challenge.

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Michael Yapp, Director of The ZOO at Google, said: “Our deep collaboration with OREO and their agencies represents a solid model for the future of brand advertising in the digital space. We're thrilled to see our products integrated into OREO's campaign in a fun, creative way and look forward to seeing the journey each OREO takes.” Kerri McCarthy, Senior Global Brand Manager at OREO, added: “While we know nothing beats dunking a real OREO cookie in milk, it’s exciting to see variations of the ritual, including one that takes it into the digital space. The innovation behind the ‘OREO Space Dunk’ is the result of true collaboration and it’s a great way to further diversify the array of OREO dunks that make up the OREO Dunk Challenge.”

According to 360i, the “integration of motion detection technology and geo-location ensures a personalised dunk for each user.” The game, which launched in the US yesterday and will roll out internationally down the line, is just the latest creative instalment in the Oreo Dunk Challenge campaign, which launched earlier this month. According to Oreo, the effort is a “global celebration of the brand’s iconic dunking ritual” and is slated to roll out in more than 50 countries. Christina Aguilera, Shaquille O’Neal and Neymar da Silva Santos Jr. are all serving as spokespeople for the challenge, with the stars appearing in TV spots for the brand in which they aim to “put spectacular spins on the Oreo cookie dunking ritual.”

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