Nowadays, Chinese Gen.z are highly mobile, very much into new tech, and ACG. So, we introduce a truly innovative digital campaign - OBOX, an edible Oreo game box! Every year, about 4 billion Oreo cookies are sold in China. What if the product itself become a touch point of brand experience? Being “product centric”, the OBOX Virtual AR Game world can be accessed on mobile phones after scanning Oreo. With different patterns on Oreo products, consumers can unlock 18 mobile games. To scale up the campaign and bring the best experience, Oreo formed a strategic partnership with Alipay including advanced tech support; massive traffic and direct sales conversion to EC for free.

we introduce a truly innovative digital campaign - OBOX, an edible Oreo game box!Being “product centric”, the OBOX Virtual AR Game world can be accessedon mobile phones, after scanning an oreo cookie. Shaping different patterns with Oreo products, consumers can unlock 18 mobile games.

1.Challenge the brand ambassador to win Oreo for a year

2.A total of 18 games, the official microblogging combined with Wang Yuan cartoon image, released Raiders & trail graphics

3.Publish benefits, prizes, including postcards, Youku members, carved cookies, badges, etc.

Being “product centric”, the OBOX Virtual AR Game world can be accessedon mobile phones, after scanning an oreo cookie.

shaping different patterns with Oreo products, consumers can unlock 18 mobile games.

The final winner can get free Oreos for a whole year!

To scale up the campaign and bring the best experience , Oreo formed a strategic partnership with Alipay including advanced tech support; massive traffic and direct sales conversion to EC for free.

We leveraged P@S to maximize the campaign impact.

Lots of personalized contents and engagements were spread on social platforms, making OBOX the hottest topic in March.

OBOX achieved a massive media reach of 1.5 billion user interactions..

Digital performance was the BEST in history.

Oreo social indexes rocketed and were highly recognized by the industry.

Oreo Core off-take grew 9% during campaign period!

As a result, overall campaign ROI reached a historical high.

Riding on this great momentum, Oreo Core delivered an amazing growth of 12% in 2018!

‘Scan, Play & Eat’. Oreo engaged with Gen Z in their way.