Cheat Cookies - Oreo
What do you get when you cross the world's favorite cookie with gaming's most iconic console? A deliciously clever campaign that pressed all the right buttons in the gaming community.
In the digital realm where gaming commands a colossal presence, OREO and Xbox teamed up to tap into the universal language of gamers: cheat codes. This ingenious campaign transformed the humble OREO into a key to unlock a universe of exclusive gaming content, merging the tactile joy of cookie consumption with the thrill of in-game discovery.
Launched across Europe, OREO introduced six unique cookie embossments mirroring Xbox controller buttons. This wasn't merely a nod to gaming culture—it was an interactive gateway, inviting enthusiasts to combine cookies like they would combo moves in their favorite games.
Key Takeouts:
Innovative Integration: OREO utilized machine learning to recognize cookie embossments, ensuring a seamless digital experience.
Cultural Resonance: The campaign struck a chord, registering over 827,419 unlocked items, and became a viral sensation.
Brand Synergy: By merging OREO's universal appeal with Xbox's gaming clout, the campaign achieved a staggering 6.7 billion impressions, showcasing the magnetic pull of creative brand collaborations.
So far, 827.419 items were unlocked, and we are still counting. OREO Xbox Cheat Cookies. Making cookies part of pop culture – with a little cheating.
OREO and Xbox's "Cheat Cookies" campaign showed that when brands think outside the (cookie) box, they can create experiences that resonate on a global scale, bringing together communities in unexpected, joyous ways.
Board
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Dennis May: Chief Creative Officer - Publicis Groupe Germany
Christian Anhut: Executive Creative Director - Saatchi & Saatchi
Jan Propach: Executive Creative Director - Saatchi & Saatchi
Ian Guimarães: Senior Art Director & Concept - Saatchi & Saatchi
Gabriel Lepesteur: Senior Copywriter & Concept - Saatchi & Saatchi
Eduardo Macedo: Senior Art Director - Saatchi & Saatchi
Marcelo Seguti: Art Director - Saatchi & Saatchi
Cara Shikura: Art Director - Saatchi & Saatchi
Daniela Jeschkeit: Copywriter - Saatchi & Saatchi
Stephanie Rupp: Chief Business Officer - Saatchi & Saatchi
Miguel Paz Chagoya: Client Partner - Saatchi & Saatchi
Elvira Fernández Rueda: Senior Account Manager - Saatchi & Saatchi
James Whatley: Strategy Partner - Saatchi & Saatchi
James Larman: Strategy Partner - Saatchi & Saatchi
Sarah Sandford: Strategy Partner - Saatchi & Saatchi
Dominic O’Riordan: Director - Iconoclast
Robert Sieg: Producer - Iconoclast
Petra Aniot-Helt: Group Account Director - PoP Studios
Beatrix Imrei: Senior Account Director - PoP Studios
Agnes Hir: Production Account Manager - PoP Studios
Marcos Waltenberg: Director of Global Partnerships and Social Impact, Xbox - Microsoft
Gordon Donald: International Partnerships Lead, Xbox - Microsoft
Bolu Akindoyin: COO and Partnerships Director - Miai Brand Partnerships
Scott Zeall: Senior Partnerships Manager - Miai Brand Partnerships
Taya Harris: Assistant Partnerships Manager - Miai Brand Partnerships
Sabine Scheufler: Chief Executive Officer - CoreWeb
Christoph Vieth: Head of Technology - CoreWeb
Mara Linder: Head of project management - CoreWeb
Franziska Ift: Project manager - CoreWeb
Laura Göbel: Management of Development Operations - CoreWeb
Johannes Mücke: User Experience Design - CoreWeb
Florian Bredl: UX/UI-Design - CoreWeb
Sascha Zantis: Software Developer - CoreWeb
Bettina Mohr: Web Developer - CoreWeb
Monna Rottman: Senior Key-Account-Manager CRM & Marketing Services - ConsultiX pro Campaign
Monna Moser: Key Account Manager - ConsultiX pro Campaign
Marike Paulun: Key Account Manager - ConsultiX pro Campaign
Guillaume Brochen: Sr. Marketing Director Bakery - Mondelēz Europe
Chiara Missio: A. Marketing Director Treat (Oreo & Choco bakery) - Mondelēz Europe
Jonathan Ryan: Base & Equity Manager Oreo - Mondelēz Europe
Agata Maciag: Junior Brand Manager Oreo MEU - Mondelēz Europe
