Cookie brand Oreo has launched a new app-driven promotion which uses augmented reality to create a virtual scavenger hunt for consumers, enabling users to compete for prizes including a trip to Googles headquarters in California.

The Great Oreo Cookie Quest was created in partnership with Google, and centres around an AR app that consumers can use to scan objects based on daily clues. The app includes object-recognition technology, provided by Google, which will reward users with virtual Oreos if they scan the correct object.

The virtual Oreos are assigned point values based on the difficulty of the clue, and users are entered into a leaderboard which enables them to compare their score to friends on social media. The app can also be used to scan promotional packs of Oreos, entering users into a sweepstakes to win prizes including a holiday. The app campaign will be supported by advertising on TV, online and through in-store activity and displays.

“2018 is actually our 10th UK birthday, so were kicking off the year in style with this wonderfilled activation that offers a great brand experience for consumers while helping to drive further penetration and frequency,” said Katie Dade, senior brand manager for Oreo. “With strong brand investment, retailers should stock up now to make the most of consumer excitement and heightened awareness.”