AR Interactive Snacking Experience

A Collectable Multiplayer Augmented Reality Game with Integrated Social Media Sharing and Online Product Acquisition

OverviewUsing Augmented Reality, an emerging technology, include with every package of Oreos a fun, multiplayer game experience that allows users to collect and customize their very own Oreo. They can then share their adventures with their friends online via social networks. This experience will work with every smart device in consumer hands and can grow to include other Mondelez brands beyond Oreo.

What is Augmented RealityAugmented reality (AR) is a live direct or indirect view of a physical, real-world environment whose elements are augmented (or supplemented) by computer-generated sensory input such as sound, video, graphics or GPS data. It is related to a more general concept called mediated reality, in which a view of reality is modified (possibly even diminished rather than augmented) by a computer.

Definition via Wikipedia

AR game using Cadbury Bars AR Multiplayer Game AR for Shopping IKEA Catalog

Elements of the AR Experience• Oreo Ware (game): Players compete in sports-like contests with an Oreo twist. Each round

gets faster and faster until one player stands triumphant. Everyone receives a new cosmetic item (hat, Oreo flavor type, big mustache) at the end of the game for playing. More games and snacks can be unlocked by scanning more Oreos or other Mondelez snacks.

• Oreo Share (social media integration): Throughout the experience users can take pictures of their Oreo competing against other players Oreos. These pictures or gifs can be stitched together in a single page comic illustrating their adventures. This page can be published to every social media platform, allowing users to generate content and awareness of the branded game experience.

• Oreo Care (order online): from the menu or after a game round the user can press the ‘Get More Oreos’ button to order online.

• Oreo Everywhere (collectibles): We will give users more content the more Oreo packages they scan. More cosmetics to trick out your Oreo and more games to play with your friends.

AR Experience Objectives• Create a fun game that users associate with the Oreo brand.• Encourage collection by rewarding users in a gamified application with

digital cosmetics and alternate game experiences.• Allow users to take pictures of their creations and publish them on

social media.• Send users to the Amazon store.

Why a Game?• OREO: Twist, Lick, Dunk, launched in 2013,

was the best performing branded game ever launched, ranking number one overall in 12 countries and top ten overall in 36 countries.

• Women make up 31% of Gamers and are the majority Players of Casual Games.

• Families, particularly Moms, represent one of the primary purchasers of the Oreo brand.

• A well-made game can help build customer loyalty and trust and is something gamers will share and play with each other.

Why An Augmented Reality Game?• Augmented and Virtual Reality Devices are Set to Become a $4 Billion-

Plus Business in Three Years.• The novelty of the technology is itself would drive app downloads,

and a well-made game will encourage continued use.

Bottom Line• This experience has an initial price tag of around 60 to 80K for the

artwork and buildout of 9 mini-games. • There are several companies that can do AR experiences, however it

is recommended to go with a gaming company to ensure that the experience is more genuine and will be attractive to gamers (who would be the early adopters).• The app would be made available on the Android and Apple stores at

no charge.