Inspired by the iconic Xbox controller, Oreo used a unique twist and transformed their cookies into a gaming experience like no other. With a fresh new design and a hidden surprise, these special cookies allowed avid gamers to access exclusive cheat codes. By scanning the real cookies and visiting the campaign website, fans could unveil unique codes to unlock in-game content and prizes.
The fusion of cookies and gaming may seem unexpected, but Oreo and Xbox proved that combining these two passions could be a real game-changer and could lead to incredible results. The Oreo Cheat Cookies campaign made a resounding impact on the gaming community. The numbers speak for themselves, with an astounding 4 billion impressions and an average engagement rate of 5.8. Over 150,000 items were unlocked, and the count continues to rise. The campaign was launched in more than 20 countries across Europe.
The campaign was conceptualized by Saatchi & Saatchi from Düsseldorf and the entire Mondelez team. Pop Studios, the Budapest-based Publicis Le Pont production team handled the production scope, while the Localization & Adaptation team of Publicis Le Pont in Warsaw contributed to expanding the campaign’s reach across the EU in 20+ markets on all media channels. The collaboration led to a grand total of four Cannes Lions gold awards, one silver, and one bronze. This triumph demonstrated the power of cross-border collaborations and the ability to generate fantastic results.