The Twist, Lick, and Dunk is back!
Oreo’s new mobile application will make you put on your gaming hats…
To this day, Oreos and Milk are my comfort food. Maybe because I grew up eating it or maybe because it brings back old memories. I still enjoy dunking the cookie in milk and eating it as a snack. So quite naturally, I am fascinated by everything Oreo has to offer, be it their double stuffings or different flavors. What I was most surprised about, however, was that they went a step ahead and created a gaming application!
This snack food brand leveraged the gaming industry in order to showcase their product in a new light. And according to research, their Return on Investment was extraordinary and they managed to keep a top position in various countries. So let’s dive further into what this game has to offer.
The game is in the name….
The new Oreo: Twist, Lick, and Dunk game is exactly what it says: you first twist, then lick and dunk the cookie in milk to gain points. You can make the game more interactive by having competitions with your real friends or either virtually, by collecting points and comparing them. Those points can, in turn, be redeemed for different varieties of Oreo cookies.
Oreo generates a fun user experience
It is extremely easy to play and the mobile application has simple navigation in terms of finding the instructions and then playing. What I really liked was the design. It looked aesthetically pleasing and lifelike. The brand wanted to create a good user experience and that can be seen in the way their product is used so innovatively in the game setting.
The purpose behind creating a mobile application was to make sure that the customers are not constantly bombarded with the product but rather it seamlessly blends into their psyche by providing a fun game-like experience.
Does it hit the mark?
The main motive behind creating a gaming application was to keep the product at the heart of gameplay and also bring their slogan “Twist, Lick, and Dunk” to life. That was captured beautifully, however, in terms of usefulness I am not sure if the consumers would actually download such an app.
The application definitely generates curiosity in terms of what the product has to offer, but apart from that, it would only take up space on your smartphone which is not worthy. After playing the game once or twice the users would forget about it.
As a campaign in itself, I think it would definitely create brand recognition and increase brand recall which would keep the customers engaged with the brand. But the real question is for how long?
