Every Integrated Marketing Campaign OREO creates is meant to bring to life their brand purpose of pushing against the seriousness of adulthood, and reminding the world to “Stay playful.”

OREO believes that, as adults, the relentless demands of daily life gradually erode the wonder and curiosity that once defined our childhood. The innate sense of excitement and boundless imagination we once possessed becomes overshadowed by responsibilities and routines. And as a result, we find ourselves closed off from the world around us.

OREO believes that buried beneath the weight of responsibility lies a dormant spirit of wonder and curiosity, waiting to be reignited.

The brief was to create an experience that would transport every adult into a place full of excitement and childlike curiosity once more.

Our objective: infiltrate pop culture and reach the hearts of countless adults yearning for a taste of playful adventure and imagination.

How far can one brand push a promotion to excite fans? How about all the way to space?

After 112 years, OREO needed a new way to engage fans and fulfill the brand's mission to push the boundaries of playfulness. So we tapped into the cultural conversation surrounding space, fueled by the highly anticipated solar eclipse,

and created an out-of-this-world product, experience-based campaign, and promotional sweepstakes that took fans where no OREO cookie lover has gone before — on an epic adventure to the edge of space!

The Space Dunk OREO pack unlocked access to space for everyone via interactive augmented reality experiences and promoted the most ambitious sweepstakes in the brand’s history — a chance for one lucky fan to dunk in space for real via Space Perspective (a space tourism company.)

Our strategy: to challenge the mundane and routine aspects of everyday life by disrupting people's routines and inviting them to experience a moment filled with childlike wonder and playfulness.

We did this by transforming the ordinary act of dunking an OREO cookie into an extraordinary journey through space. By infusing the familiar ritual with elements of fantasy and adventure, we aimed to spark joy and ignite the imagination of our audience. Through innovative digital technology and immersive storytelling, we transported consumers beyond the confines of their daily lives and into a whimsical world where anything was possible. Whether dodging asteroids or navigating cosmic obstacles, participants were encouraged to embrace their sense of curiosity and embrace the unexpected.

We created the Space Dunk OREO cookie to give fans a taste of space — every campaign touchpoint, from the product and in-store POS to the campaign films and experiences, was designed to immediately transport users to space.

The product featured celestial-inspired designs with first-of-their-kind cutouts that revealed the colorful marshmallow-bounce creme embedded with exploding asteroid popping candies.

The pack unlocked access to exclusive augmented reality experiences that allowed them to dunk in space without ever leaving Earth’s atmosphere.

The sweepstakes rewarded one lucky fan with the chance to dunk in space for real via a partnership with Space Perspective, a space tourism company.

We pushed the boundaries of playfulness and generated excitement about a new product for a 112-year-old brand by taking fans somewhere they’d never been before.

The Space Dunk OREO “Lift Off” program has officially totaled 2,404 PR placements and 9.36B+ UVPM (423M+ UVPD) earned impressions.

It also garnered 1.9B total campaign impressions & 26.3M total engagements for paid media.

Our lead generation campaign i pre-launch garnered the highest volume of leads to date for OREO.

The program captured 46,749 email opt-ins at a rate of 50%, exceeding the OREO IMC Benchmark of 39% and aligning nicely with OREO's goal of data acquisition.

Including bonus entries, there were 438,420 total sweepstakes entries.