We produced a mobile game where users twist, lick and dunk OREO cookies into milk. The game represents the perfect marriage between a popular game mechanic and the real world cookie ritual. It is simple, fun and extremely clear to the user.

CAMPAIGN PLANNING

Firstly we came up with the right concept, a popular and proven game mechanic and added a subtle twist that would suitably tie into the brand. We then worked through basic creatives and overall strategy for brand sign off.

Once the broad approach was agreed, we reached out to a top gaming publisher with a similar game mechanic to leverage and publish the game. A launch plan was then developed with OREO and feedback sought from Apple’s developer relations team.

LAUNCH AND IMPLEMENTATION

The app was launched to celebrate OREO’s 100th birthday and on Thanksgiving 2012, to ensure maximum user exposure.

The publisher cross-promoted the app throughout its extensive user network to increase visibility. OREO’s Facebook, OREO.com and Twitter channels were also used to announce the app’s release.

The game launched in 122 countries, and for some users, this was the first time they had engaged with the OREO brand.

We geo-fenced rich push notifications to users in the form of mobile competitions to incentivize higher engagement on launch.

SUCCESS FOR CLIENT AND CONSUMERS

OREO: Twist, Lick Dunk is one of the best performing “adver-games” ever launched and has received the highest ROI out of any OREO campaign.

The overall campaign cost was $170,000 USD including all supporting media and production. In the first four months the app generated close to $100,000 USD and is expected to be cashflow positive in the next six months.

As at March 2013 result highlights across the universal app (mobile and iPad) were:

- 1 billion OREOs dunked

- $100,000 USD revenue generated

- 25 million games played

- 40 million minutes spent in app

- 2.3 million organic downloads

- 250,000 Peak Daily Active Users

- #1 overall app in 7 countries

- #1 in games, family and arcade in 30 countries

- Top 10 overall app in 36 countries

The above statistics demonstrate huge success for consumers and OREO, and despite monetizing via advertising and in-app purchase, the game has received an impressive 4.5 average user rating. In addition, the app has received unprecedented positive reviews for an adver-game demonstrating exceptional consumer satisfaction.