Cheat Cookies
OREO, one of the world’s most recognizable cookie brands, was looking for a fresh way to engage with a new and highly coveted audience: the gaming community. While OREO is a household name, it needed to prove its relevance and playfulness to gamers, a group that is notoriously discerning and resistant to traditional advertising. The brand aimed to bridge the physical world of snacking with the digital world of gaming in a way that felt authentic and exciting to both communities. This led to a partnership with gaming giant Xbox, with the goal of creating an innovative campaign that would be more than just an ad—it would be a game in itself.
Campaign Overview
Oreo partnered with Xbox to launch limited-edition cookies featuring embossed symbols from Xbox controllers—A, B, X, Y, arrows, and the Xbox logo. These cookies weren’t just snacks—they were cheat codes. By scanning and arranging them in specific sequences, fans could unlock exclusive in-game content for popular Xbox titles like Halo Infinite, Forza Horizon 5, and Sea of Thieves.
The campaign ran across 20+ European countries, blending physical product innovation with digital interactivity.
The primary objectives are:
Fuse gaming culture with Oreo’s playful brand identity
Drive engagement among Gen Z and gaming communities
Boost product visibility and sales across Europe
Create a memorable, interactive brand experience
Problem
Oreo faced the challenge of:
Staying culturally relevant among younger audiences
Competing in a saturated snack market
Reinforcing brand playfulness in a way that felt fresh and immersive
Meanwhile, Xbox sought to:
Engage casual gamers and snack lovers
Create buzz around its titles without traditional advertising
Execution
The Core Idea: Bringing Back Cheat Codes: The campaign was built on a brilliant piece of nostalgia for gamers: cheat codes. By tapping into this a classic gaming trope, OREO and Xbox created a campaign that was instantly relatable and exciting.
Redesigned Cookies: The core of the campaign was the “OREO Xbox Special Edition” cookies. For the first time in Europe, OREO launched six different embossments on its cookies, each inspired by the buttons on an Xbox controller: the Xbox logo, A, B, X, Y, and the arrow buttons.
Interactive Gameplay: The cookies were not just for eating; they were the tools for a game. Consumers were invited to visit a campaign website where they could scan the real cookies in a specific sequence to create cheat codes. This turned the simple act of eating an OREO into an interactive puzzle.
Exclusive In-Game Content: The cheat codes weren’t for show—they unlocked real, exclusive in-game content within some of Xbox’s most popular games, including Forza Horizon 5, Halo Infinite, and Sea of Thieves. This tangible reward gave the campaign a high level of value and legitimacy within the gaming community.
Technological Innovation: The campaign used machine learning to analyze the cookies scanned by users, achieving a high degree of accuracy (around 90%) in detecting the different embossments. This technological element ensured a smooth and “friendly” user experience.
Guerrilla Marketing Elements: The “Cheat Cookies” campaign was a prime example of guerrilla marketing because it was a highly unconventional approach that transcended traditional advertising. Instead of simply showing a commercial, it transformed a physical product into a gaming tool and created a user-driven, interactive experience. It was a low-cost but high-impact way to generate earned media and organic buzz by giving the audience a reason to participate and share.
Brand Impact
Oreo: Reinforced its identity as a playful, innovative brand
Xbox: Reached new audiences through a non-traditional, snack-based activation
Cultural Buzz: The campaign became a talking point in both gaming and marketing communities
Results
Viral Sensation: The campaign took the gaming community by storm. Within the first two weeks of launch, it generated over 12,900 mentions and an astounding 4 billion impressions. This viral success demonstrated the power of a creative idea that perfectly aligns with its target audience’s interests.
High Engagement: The campaign had an exceptionally high engagement rate, reaching 5.8%. This shows that consumers weren’t just passively viewing the campaign; they were actively participating in it, scanning cookies and sharing their experiences.
High Value to Consumers: The campaign was a massive hit with consumers, with over 150,000 items unlocked through the cheat codes. This high number of redemptions is a clear indicator of the campaign’s success in providing genuine value to its audience.
Critical Acclaim: The “Cheat Cookies” campaign was a huge critical success in the advertising industry, winning numerous prestigious awards, including the Eurobest Integrated Grand Prix and the Social & Influencer Grand Prix, as well as multiple Cannes Lions awards.
Lessons Learned
Cross-industry collaborations can unlock new audiences and media attention
Gamification drives engagement far beyond traditional promotions
Physical products can become digital experiences with the right creative twist
Localization matters: Adapting content across markets ensures relevance and reach
Conclusion
The OREO “Cheat Cookies” campaign is a landmark example of how to successfully engage a difficult-to-reach audience like gamers. By transforming its product into a tangible gaming tool and rewarding participation with valuable, exclusive content, OREO not only generated massive brand awareness and engagement but also successfully positioned itself as a fun and relevant part of gaming culture. The campaign demonstrated that the most effective marketing is not just about selling a product, but about creating an unforgettable experience.
