Starting with the Batman villain The Riddler and the riddles, Saatchi found a way to link Batman with the playful DNA of OREO. Through different channels and touchpoints, everyone is invited to get playful, solve riddles and deep-dive into The Batman universe, together with OREO.

It’s an awe-inspiring digital experience that provides a one-of-a-kind opportunity; for the first time you can virtually enter and explore the Batcave and unlock the Batman secrets,

previously accessible only to Batman and Alfred.

Cultural icons collide as Oreo takes DC fans inside the Batcave. Rendered in a 360° cube map, our WebGL experience features riddles to solve, easter eggs to unlock, soundtrack exclusives and much more beyond—making the dark world of The Batman thrillingly real for devotees of the Caped Crusader.

A linear journey allowed users to explore on their own terms and pace. The riddles and hidden easter eggs also encouraged close-up engagement with both brands. Each area in the Batcave had one riddle (to unlock the area), and the same number of hidden easter eggs to allow users to quickly get the hang of it. Features such as a ‘secrets uncovered’ counter and an area map also helped users to navigate the site more easily.

The frontend UI flow was built to guide the user through the rich experience. A set of icons were designed to give clear sign-posting and associations to both brands throughout the experience. The team worked hard to adhere to Accessibility standards as much as possible by working with colour contrasts, font types and the frontend UI flow.

Given the activation’s scale, the tech flow to support the instant win mechanic was developed through a separate backend development track.

Language, legal requirements and compliance for 34 different markets had to be considered, requiring three (3) different entry mechanics to be developed; skill-based (a memory game with Oreo and The Batman motives), skill-based + coin-toss, and coin-toss only (50/50 chance of winning a prize).

To appeal to a broader audience than The Batman devotees - a promotional element (instant win competition) was part of the experience - giving consumers all over Europe the chance to win exciting prizes; anything from a Batman keyring, to a trip to Dubai.