Mondelez’s Oreo has rolled out a mobile game that lets fans of the cookie brand launch Oreos into space and watch them fall into glasses of milk all over the world.
The game, which is part of the brand’s new “Oreo Dunk Challenge”campaign, begins by asking players to take a photo of an actual Oreo cookie. Once the photo has been taken and “cookie recognition” has taken place, the Oreo transforms into a digital version of itself. Players can then swing their phones to determine how far they want their Oreo to go; the faster the swing, the further the Oreo will “travel” before descending and dunking into a virtual glass of milk somewhere across the world.
After the swing, players can watch their digital Oreo’s travels on Google Earth via a short video. In an example video shared by the brand, an Oreo is seen traveling past an airplane and clouds as it ascends into space before falling into a glass of milk that’s situated in front of Stonehenge.
According to 360i, the agency behind the game, the “integration of motion detection technology and geo-location ensures a personalized dunk for each user.” The game, which is launching in the US today and will roll out internationally down the line, was also created in partnership with Google’s in-house agency The Zoo, Carat and Jam3.
The game is the latest installment of the brand’s “Oreo Dunk Challenge” campaign, which launched earlier this month. According to Oreo, the effort is a “global celebration of the brand’s iconic dunking ritual” and is slated to roll out in more than 50 countries. Christina Aguilera, Shaquille O’Neal and Neymar da Silva Santos Jr. are serving as spokespeople for the “Oreo Dunk Challenge," and are all appearing in TV spots for the brand in which they “put spectacular spins on the Oreo cookie dunking ritual.”