Oreo, the famous cookie brand under Mondelēz International, is taking its latest limited-edition cookie “The Most Oreo Oreo” to the metaverse with the help of celebrity chef Martha Stewart. The brand has created “Oreoverse,” a virtual realm within Meta’s Horizon Worlds, where consumers can play mini-games for the chance to win various prizes, including a grand prize of $50,000.
To promote the activation, Stewart will livestream herself exploring the Oreoverse on Oreo’s Instagram and Facebook channels on January 30, the day the cookie will hit grocery store shelves. The livestream is aimed at showing consumers that even those unfamiliar with the metaverse can successfully navigate the experience, which could help attract a more vast audience.
The Oreoverse can be accessed through a designated microsite, scanning a QR code, or using a virtual reality headset. Within the digital realm, consumers can play games such as “Stack Stuf” where they have to build the most Oreo cookie, and “Rocket Stuf” which involves inflating the limited-edition cookie for its launch into the stars.
Oreoverse offers daily chances to win various prizes such as a virtual reality headset, gaming console, wireless headphones, and the grand prize of $50,000. The experience runs until March 31, giving consumers ample time to play and win. The Oreoverse was created in collaboration with Media.Monks, the production agency of record for Mondelēz, with help from The Martin Agency, among others.
The metaverse activation is part of Oreo’s continued efforts to connect with consumers using current cultural trends and topics. Last October, Oreo partnered with Microsoft 365 to create a “Thinvite” aimed at helping remote workers unplug and prevent burnout. The effort also included an Oreo-dipping tool modeled after Microsoft’s original office assistant, tapping into themes of nostalgia. Oreo has also collaborated with LGBT activism organization PFLAG National, releasing a Pride-themed retail pack last May.
In conclusion, Oreo’s latest metaverse adventure with Martha Stewart is a clear attempt to capture the attention of Gen Z while also potentially attracting older audiences. The Oreoverse offers a fun and interactive experience with daily chances to win prizes, making it a worthwhile visit for consumers.