An interesting interactive campaign has been started by Oreo, all across London to drive purchase and participation in its 2018 Great Oreo Cookie Quest promotion. In the current scenario, interactive and engaging billboards are a great driving force in increased sales and popularity of a product/ brand.
The OOH campaign consists of a specially built, interactive digital poster within a fully wrapped bus shelter on London’s busy New Oxford Street. Mainly, it renders passers-by the opportunity to find hidden cookies in a version of The Great Oreo Cookie Quest game and win a free pack of Oreos, dispensed directly from the poster site. The OOH game comes complete with its own version of the mobile interactive game with location-based targeting around the dispenser to lead users to the OOH site and prompt users to participate.
Moreover, Cookie Quest is an on-pack promotion offering customers the opportunity to win a grand prize of a trip to California along with daily prizes. The campaign runs two weeks across 245 panels and 10 Trans-vision screens in rail stations across London, displaying a variety of creative executions directing people to the New Oxford Street game and encouraging purchase in-store.
“We’re kicking off this year in style with a wonder-filled activation that offers a great brand experience for consumers,” said Katie Dade, senior brand manager for Oreo. “As well as raising mass awareness of The Great Oreo Cookie Quest promotion, this OOH campaign, featuring the interactive game and prize dispenser, brings the game alive through an additional fun and experiential element.”
Thomas Mason, planning and buying director at Posterscope, added: ”It makes sense for The Great Oreo Cookie Quest campaign to incorporate an OOH element, not just to help drive people in-store to purchase but also to encourage them to join in The Great Oreo Cookie Quest as they go about their daily journeys across London. The increase in digitization of out-of-home means that we can devise more innovative and fun elements into OOH campaigns, in this case, a great interactive game and Oreo cookie dispenser.”