Mondelez International cookie brand Oreo has teamed up with Google to deliver the next mobile step in Oreo’s Dunk Challenge campaign – which is fronted by stars such as Christina Aguilera, Shaquille O’Neal and Neymar.
Created by Google’s The Zoo creative think tank, along with digital marketing agency 360i, media agency Carat and production company Jam3, Oreo Space Dunk leverages Google Maps to enable users to launch Oreo cookies in to space and have their cookie dunked in to a glass of milk somewhere else in the world.
“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 at 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.”
To access the Space Dunk, Oreo fans scan an original Oreo cookie to launch the mobile site. Here, users swing their smartphones to send the virtual cookie into space, from their current location, before the cookie plummets back down to earth into a glass of milk in another location via Google Street View.
Michael Yapp, director of The Zoo at Google, said: "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."