OREO Cultivates Social Fan Base in Latest #UnlockPlayfulness Campaign with Xbox

The world’s no. 1 cookie brand OREO and gaming giant Xbox have embarked on a collaboration uniting fans through playful experiences. 

The #UnlockPlayfulness campaign launched earlier this year, spanning on-pack, instore, PR and paid media activities and is now continuing with the latest activation ‘The OREO Big Dunk’. The content can be found here.

The activity, which sits within the wider campaign, consists of an integrated competition that will build on the foundation of fan excitement already generated – aiming to captivate existing and new audiences. Created and spearheaded by creative agency Dentsu Creative, the attention-grabbing social activation will ripple into eCRM, paid social, lead gen, influencer and PR activity.

Fans will be in with the chance of winning one of three highly coveted Custom OREO Xbox S Consoles and Wireless Controllers – where regular Xbox S consoles have been transformed into giant OREO cookies being 'dunked’ into a splash of milk. 

To leverage the uniqueness and rarity of this ‘money can’t buy prize’ OREO is harnessing the power of social fandoms to drive maximum impact for both the partnership and their social presence long term. 

TV presenter and avid gamer Sam Thompson will front the competition, starring in ‘The OREO Big Dunk’ social activation. Thompson will lower a giant OREO cookie into a 6ft glass of milk, creating an epic dunk moment reminiscent of the iconic console design and encouraging consumers to share their own dunks for a chance to win one of the consoles. 

This is one of several ways consumers can enter the prize draw for a chance to win one of the Custom OREO Xbox Series S consoles, with the competition also spanning Social, ECRM and Lead Gen. Kicked off already with a traditional ‘tag & follow’ mechanic on social, other mechanics will also be in place to reward fans who choose to engage deeper with the brand. Existing OREO newsletter subscribers and people who post their own ‘dunks’ with OREO cookies will be given double entries into the prize draw, increasing their chances to win.

The activation will be elevated through a curated influencer programme. ‘The Playfulness Tribe’, created by Tin Man Communications is spearheaded by Sam and made up of a range of content creators across different audiences - from family and food to lifestyle and gaming. Imaginative content will go live on their channels throughout the partnership via #UnlockPlayfulness, including the tribe’s own attempts to create their ‘dunks’ at home. 

The wider OREO Xbox #UnlockPlayfulness campaign plans to promote the partnership have been implemented by a cross agency team, led by Digitas for creative comms, Publicis Media for media buying, Dentsu Creative for social, ELVIS for lead gen and eCRM, Tin Man Communications for PR and influencer and POP productions for content production.

Katya Savelieva, brand manager, OREO UK comments, “One of the most exciting things to come from OREO and Xbox’s collaboration are these epic limited edition Custom OREO Xbox Series S consoles, which we knew would drive huge amounts of excitement and talkability amongst OREO and Xbox fans alike. The OREO Big Dunk is our playful way to celebrate these amazing consoles with our consumers as well as offering them the chance to win one. We can’t wait to see the creative dunks they come up with, as we continue to expand our community of like-minded cookie lovers.”   

The ‘OREO Big Dunk Competition’ will close on 13th March with winners announced on the 17th March. Full information can be found within the competition T&Cs.