To bring more playfulness into the world and make gaming more fun for everyone, the world’s number one cookie*, OREO, and international gaming giant, Xbox, partnered to create an unmissable activation and unlock playfulness in real life.
In 2023, OREO and Xbox brought the nostalgia around cheat codes back inviting consumers to create combinations with cookies. For the first time in Europe, OREO has launched 6 different embossments, inspired by the Xbox controller buttons, giving the cookies an innovative role and creating a gaming experience.
From the iconic Xbox logo to the signature A, B, X, Y and arrow buttons, consumers were able to create cheat codes with the OREO Xbox Special Edition and unlock exclusive in-game content within the Xbox top-played games – Forza Horizon 5, Halo Infinite, Sea of Thieves. Fans were invited to visit the campaign website www.oreo.eu and scan the real cookies in order to find the right cheat codes and unlock our limited in-game content.
By using machine learning for analyzing the cookies and a native web platform, we could achieve an average of 90% accuracy in detecting different cookie embossments, making the user experience flow super friendly and even easier for everyone to participate.
The cheat cookies took the gaming community by storm with more than 12.9k mentions and 4 billion impressions in the first two weeks after the launch. The campaign had a very high engagement rate reaching 5.8%. So far, 150000 items were unlocked, and we are still counting. OREO Xbox Cheat Cookies. Making cookies part of pop culture – with a little cheating.
AWARDS
Eurobest 2023
- Integrated Grand Prix
- Social & Influencer Grand Prix
CREDITS
Brand: Oreo (Mondelēz Europe, Zurich). Sr. Marketing Director Bakery: Guillaume Brochen. A. Marketing Director Treat (Oreo & Choco bakery): Chiara Missio. Base & Equity Manager Oreo: Jonathan Ryan. Junior Brand Manager Oreo MEU: Agata Maciag. Creative
Agency: Saatchi & Saatchi Düsseldorf, Germany. Chief Creative Officer: Dennis May. Chief Business Officer: Stephanie Rupp. Executive Creative Directors: Christian Anhut, Jan Propach. Strategy Partners: James Whatley, James Larman, Sarah Sandford. Senior Art Directors: Ian Guimarães, Eduardo Macedo. Art Directors: Marcelo Seguti, Cara Shikura. Senior Copywriter: Gabriel Lepesteur. Copywriter: Daniela Jeschkeit. Client Partner: Miguel Paz Chagoya. Senior Account Manager: Elvira Fernández Rueda.
Production Company: Iconoclast, Berlin. Director: Dominic O’Riordan. Producer: Robert Sieg. Post Production Company: Creep, London. Post Production Company: PoP Studios, Budapest. Group Account Director: Petra Aniot-Helt. Senior Account Director: Beatrix Imrei. Production Account Manager: Agnes Hir. Partnership brand: Microsoft, London. Director of Global Partnerships and Social Impact, Xbox: Marcos Waltenberg. International Partnerships Lead, Xbox: Gordon Donald. Partnership management for Xbox: Miai Brand Partnerships, London. COO and Partnerships Director: Bolu Akindoyin. Senior Partnerships Manager: Scott Zeall. Assistant Partnerships Manager: Taya Harris. Interactive Agency: CoreWeb, Pfarrkirchen. Chief Executive Officer: Sabine Scheufler. Head of Technology: Christoph Vieth. Head of project management: Mara Linder. Project manager: Franziska Ift. Management of Development Operations: Laura Göbel. User Experience Design: Johannes Mücke. UX/UI-Design: Florian Bredl. Software Developer: Sascha Zantis. Web Developer: Bettina Mohr. Promo Consulting Solution: Competence Allience, Darmstadt. Managing Partner: Dr. Bernhard Müller. Accounting Manager: Dhaara Al Mazri. CRM & Marketing Services: ConsultiX pro Campaign, Bremen. Senior Key-Account-Manager CRM & Marketing Services: Monna Rottman. Key Account Managers: Monna Moser, Marike Paulun.
