Taste, play and win with new Oreo gaming team up
INTERNATIONAL cookie brand Oreo has built a one-of-a-kind partnership with the highly anticipated film A Minecraft Movie.
Based on the massively popular video-game, A Minecraft Movie is set to roll out to cinemas on 4 April and Mondelēz International – parent firm of Oreo – is set to ramp up excitement in the lead up the the film.
Four special edition cookies have been released as part of the promotion which all include a special feature that will allow consumers to take part in a unique gaming mechanic.
The specially embossed cookies feature four designs inspired by the movie with a Pickaxe, Crystal, Sword and a Creeper – a monster from the popular series. Fans can bite the cookies into a square shape and then scan the custom embossments to access a themed AR online experience.
Fans will be taken to an interactive online game through the cookie which will allow them to hunt for hidden elements from A Minecraft Movie for the chance to win some Oreo x A Minecraft Movie themed prizes.
Perrine Pierrard-Willaey, marketing director Europe at Oreo, said: “At Oreo, our mission is to bring more playfulness into the world, and our latest partnership with A Minecraft Movie is set to be our most playful collaboration yet—by paying homage to the beloved blocks of Minecraft with our iconic round cookie.
“We’ve seen some amazing partnerships in the past from Xbox to The Batman so we hope this partnership excites fans just as much, and we can’t wait to see them taste, play and win.”
Julie Moore, senior vice president of global brand partnerships at Warner Bros. Pictures, said: “A Minecraft Movie, just like the hugely popular game that inspired it, is all about empowerment through creativity, and no cookie has inspired more creative ways to consume it than OREO.
“The fact that the classic circle-shape is embracing the renowned Minecraft block makes our partnership one for the ages.”
