The OREO Dunk Challenge is currently running as a global digital, print, and TV campaign promoting the iconic cookie’s long-standing relationship with a cool glass of milk.
To connect with more fans, and bring this worldwide celebration of dunking right to the palms of their hands, OREO invited its agencies and The ZOO at Google to push the creative campaign – and its signature ritual – further with mobile.
The ZOO is Google’s creative think tank that helps brands and agencies unlock the creative potential of Google technology and data.
Over the past few months, 360i, Carat and The ZOO developed “OREO Space Dunk,” a web-based application that leverages Google Maps to let cookie-lovers virtually launch OREO cookies into space as an innovative way to dunk within the OREO Dunk Challenge. The result is a customized, personalized dunking experience.
Using their smartphones, fans scan an original OREO cookie, unlocking a mobile site that recognizes and transforms the real cookie into a digital version.
Users then swing their phone to send the virtual cookie into the stratosphere, starting from the user’s location in Google Earth before descending and “dunking” into a glass of milk placed in a location across the world via Google Street View.
Built by the award-winning production company Jam3, “OREO Space Dunk” launches February 21 in the U.S. and will roll out internationally over the course of the campaign.
“Our deep collaboration with OREO and their agencies represents a solid model for the future of brand advertising in the digital space,” said Michael Yapp, director of The ZOO at Google. “We’re thrilled to see our products integrated into OREO’s campaign in a fun, creative way and look forward to seeing the journey each OREO takes.”
“While we know nothing beats dunking a real OREO cookie in milk, it’s exciting to see variations of the ritual, including one that takes it into the digital space,” said Kerri McCarthy, Senior Global Brand Manager, OREO. “The innovation behind the ‘OREO Space Dunk’ is the result of true collaboration and it’s a great way to further diversify the array of OREO dunks that make up the OREO Dunk Challenge.”