The Great Oreo Cookie Quest, the annual on-pack promotion offering consumers the chance to win a grand prize trip to San Francisco, is kicking off its 2018 campaign with a little location-based marketing help from Posterscope, Carat and Liveposter. That’s in addition to in-store promotion, TV spots and online advertising. The OOH campaign ran for two weeks across 245 panels and 10 Transvision screens in rail stations across London, but the main arm of support for The Great Oreo Cookie Quest is centered around a custom-built, interactive digital poster inside an elaborately branded bus shelter on bustling New Oxford Street.
The poster offers pedestrians and commuters the opportunity to find hidden Oreos in a version of The Great Oreo Cookie Quest game before receiving a free pack of the sweet treats directly out of a dispenser at the poster site. This OOH challenge comes complete with its own bespoke mobile interactive game and location-based targeting that leads users to the site.
“We’re kicking off this year in style with a wonder-filled activation that offers a great brand experience for consumers,” said Oreo Senior Brand Manager Katie Dade. “As well as raising mass awareness of The Great Oreo Cookie Quest promotion, this OOH campaign, featuring the interactive game and prize dispenser, brings the game alive through an additional fun and experiential element.”
“It makes sense for The Great Oreo Cookie Quest campaign to incorporate an OOH element, not just to help drive people in-store to purchase but also to encourage them to join in The Great Oreo Cookie Quest as they go about their daily journeys across London,” said Posterscope Planning and Buying Director Thomas Mason. “The increasing digitization of out-of-home means that we can devise ever more innovative and fun elements into OOH campaigns, in this case a great interactive game and Oreo cookie dispenser.”
Oreo is already the world’s number-one name-brand cookie, especially for snack times that introduce a glass of cold milk for dunking. Perhaps this spot at the top of the cookie food chain has something to do with Oreo’s nutrition facts as each serving size packs more sugar and fat for the brain to chew on than your average dessert product. However, clever ad deployments and gamification like this Great Oreo Cookie Quest companion piece don’t hurt either.
Check out the video below for more info on The Great Oreo Cookie Quest’s promotional contest: