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Brief Published: 19 Feb 2018

Oreo’s Augmented Reality Treasure Hunt

Global FMCG giant Mondelez has leveraged the ongoing partnership between its cookie brand Oreo and Google to create The Great Oreo Cookie Quest – an augmented reality (AR) treasure hunt.

The mobile game app sets users on mini missions to find virtual Oreos in the real world around them. As opposed to geolocation-based AR games like Pokémon Go, The Great Oreo Cookie Quest uses image recognition to unlock rewards. Players receive riddles and clues for everyday items to hunt down and scan into the app to unlock the virtual cookies. Points are awarded depending on how difficult individual tasks were to master.

As they compete on the global leader board for prizes like Google smartphones or a trip to the company's headquarters in San Francisco, players can compare themselves to friends linked via social media accounts.

Such interactive formats turn passive audiences into active participants in brand campaigns. With the mobile AR user base expected to crack the one billion threshold by 2020 (Digi-Capital, 2017), there are huge brand opportunities in figuring out how AR games and interfaces can nudge consumer behaviour, drive them to real locations, and create physical brand experiences at scale.

For more on how to harness the immersive power of mobile AR to create personal and collective moments, see State of Mobile: Augmented Reality Special and State of Media: The Fan-First Revolution.