Media Brand Strategy

Oreo embraces its dark side with The Batman cinema takeover

By John Glenday | Reporter

Oreo

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cinema article

March 7, 2022 | 4 min read

Oreo partnered with Digital Cinema Media (DCM) to furnish cinemagoers with a Gotham City-inspired cookie experience to coincide with the release of DC Comics’ The Batman.

Adopting its very own Bat-signal projection, the three-day experience hosted by East London’s Rio Cinema formed part of a broader collaboration including 3D billboards between Oreo and Warner Bros.

Rafael Espesani, Oreo senior brand manager, said: “Bringing two such loved icons of Oreo and Batman together has been a unique experience so far, and we now can’t wait for fans to enjoy an exhilarating immersive event as they get their first look at one of the most anticipated films of 2022. From tantalizing their tastebuds with our Oreo-inspired creations to solving riddles and more, the screenings are sure to be a truly unforgettable one.”

Oreo

All signage was given an Oreo-themed makeover including the ticket kiosk, branded vinyl wall coverings and embossed cookies

Denia Souli-Vounisiou, client partner at The Story Lab, added: “Our task was to drive fame and talkability for this iconic collaboration between Oreo and The Batman beyond a standard media partnership, and what better way to do this than by taking cinematic experiences to the next level by partnering with DCM and elevenfiftyfive to deliver a fully-immersive theatrical experience?”

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The weekend takeover saw the venue taped off as a murder mystery crime scene in which everyone in the audience was a suspect. Only by teaming up with other guests, Oreo delegates and the on-hand Gotham City Police Force could the trail of cookie crumbs be followed to unmask the killer.

To complete the picture all signage was given an Oreo-themed makeover including the ticket kiosk, branded vinyl wall coverings and as many ‘Oreo x The Batman’ embossed cookies as you could eat.

Oreo’s cinema takeover forms part of a broader strategy to make its marketing more playful to secure a place in British biscuit tins.

Media Brand Strategy

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Oreo is a commercial brand of cookie usually consisting of two chocolate wafers with a sweet creme filling in between, and are marketed as "Chocolate Sandwich Cookies" on the package.

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