Digiday features The Great Oreo Cookie Quest

Oreo hopes to see ‘Pokemon Go’ success in its own scavenger hunt AR game

FEBRUARY 16, 2018 by Ilyse Liffreing

More brands are developing their own augmented reality experiences, as the expense and technical ability needed to produce them have decreased and the desire for mobile entertainment has grown. Oreo is the latest, building its own mobile gaming app called “The Great Oreo Cookie Quest,” which engages users with a virtual scavenger hunt.

Oreo’s game gives users clues to find virtual Oreos in the world around them. Using object-recognition technology, the app can detect whether an object is correct and reveal hidden Oreos. For example, a daily clue like, “What puts hands on your wrist?” will prompt users to scan their watch, revealing an Oreo on their phone’s screen. Each virtual cookie is assigned a point value based on how difficult the clue is, and in a leaderboard, users can see how they compare to their friends on Facebook or Twitter, as well as users around the world. Users can scan real Oreos to enter a sweepstakes to win a trip to either Google’s headquarters in California or a trip to Africa.

“The Great Oreo Cookie Quest” involves Oreo’s partnership with Google, which began in August 2016. Prizes are randomly attached to virtual Oreos, and many are Google-related. For instance, users can win Google Play points or Pixel phones. In Europe and Latin America, the game connects even more with Google. There, the game will be promoted with an image of the Google Android robot.

The game is similar to that of “Pokemon Go,” which launched in 2016 and was one of the first popular AR games, where users search for virtual Pokemon in their surroundings. Users can even store their Oreos in their “Cookiedex,” like the Pokedex in “Pokemon Go.”

“We learned a lot from looking at cases like ‘Pokemon Go’ in terms of best practices for keeping players engaged, sharing with friends and building a groundswell movement about it,” said Justin Parnell, director of brand marketing at Oreo.

The Martin Agency created the game, which took six months to produce, with the help of partners Carat and Gravity Jack. It launched on iOS and Android at the end of January in the U.K. and will roll out across Europe, Russia, Latin America and perhaps the U.S. depending on its performance.

“We wanted to create a proprietary property that allowed us to do exactly what we wanted with regards to object recognition, in an environment that was 100 percent Oreo,” said Andrew Watson, vp and creative director at The Martin Agency. To promote the game, The Martin Agency is rolling out one spot for TV and four for social.

While it’s Oreo’s first social AR game, it’s not the first time the brand has used object-recognition technology. In February 2017, Oreo worked with Google on the Oreo Dunk Challenge app. Users scanned Oreos in the app and then, with the help of Google Earth, launched them into the stratosphere before dunking them into a glass of milk in different locations around the world.

“People are spending more time on mobile than any other device, and they are using it more and more for entertainment,” said Parnell.

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Labor Review Board lawyer says fired Googler James Damore has no case

Google did not violate the law when it fired engineer James Damore for circulating a controversial memo inside the company, according to the National Labor Review Board’s general counsel Jayme L Sophir. Last year, Damore shared a document which questioned Google’s effort to create a diverse culture while also asserting that women earned less than their …

Google did not violate the law when it fired engineer James Damore for circulating a controversial memo inside the company, according to the National Labor Review Board’s general counsel Jayme L Sophir.

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This is how regulation affects Airbnb in San Francisco, report says

A wave of regulations has forced home-sharing sites to eject certain types of rentals across all platforms. Now a new report from the San Francisco Chronicle shows that when San Francisco cracked down on short-term rentals, FlipKey and Expedia-owned HomeAway took the biggest hits. Using data from HostingCompliance, the Chronicle found that Airbnb’s listings in San …

A wave of regulations has forced home-sharing sites to eject certain types of rentals across all platforms. Now a new report from the San Francisco Chronicle shows that when San Francisco cracked down on short-term rentals, FlipKey and Expedia-owned HomeAway took the biggest hits.

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Team Jamaica’s Coach Took Their Bobsled When She Quit, So Red Stripe Bought Another One

“Put it on [our] tab.” Smooth move, Red Stripe.

When the men’s bobsled team from Jamaica failed to qualify for the Winter Olympics, the country found renewed hope in its first-ever women’s team making it to Pyeongchang. However, those hopes were briefly dashed when team coach Sandra Kiriasis suddenly quit, claiming that her job role changed from driving coach to track analyst, which, in turn, wouldn’t give her access to the athletes.

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Simplifiers Interview: Alicia Tillman, CMO at SAP

Behind every brand delivering simpler experiences for customers is a leader who recognizes the inherent value in keeping things simple. Here I interview leaders, often CMOs or CEOs, that we deem simplifiers. In this Simplifiers interview I speak with Alicia Tillman, CMO at SAP.

MM: What does SAP stand for and how does it deliver on that promise every day?

AT: The SAP brand promise is to help the world run better. We create technology that enables our customers to truly run better so they can change the world and the lives of the consumers they’re servicing.

MM: What role does simplicity play in delivering on that promise?

AT: Our operating principle is “Run Simple.” This notion of simplicity, and helping our customers navigate from the complex to the simple, has always been our goal. As a result, we have simplicity as a mindset, and hold people accountable for delivering simplicity as an output. But striving for simplicity is difficult—honing in on what matters and what’s going to make a difference is the hard part.

MM: How does your organization strive to create simple experiences?

AT: SAP HANA is our absolute north star when it comes to enabling our customers to navigate the complexity of their businesses. HANA increases the speed at which companies can analyze data by more than 10,000 times, which enables our customers to run faster, run better and run simple.

MM: What benefits has your company experienced from simplifying?

AT: In order to create memorable and delightful experiences, we lead internally with Run Simple at the forefront of our culture. At the core of a memorable customer experience is simplicity. The more complicated an experience, the less delightful. If we use simplicity as an operating principle, and use it to define success for our employees, then our team will operate simply, which will ultimately benefit our customers.

MM: How do you lead as a simplifier?

AT: I lead by being really clear on what we’re held accountable for, what our goal is and what our priorities should be as a result.

MM: How do you strive to keep things simple for your marketing team everyday?

AT: I strive to keep things simple by always delivering three things: One, I bring vision. Two, I define reality to ensure we’re crystal clear on our goal and accountability. I set a north star, which guides the team regarding SAP’s brand by checking that our aspiration aligns with our customers’ needs, and that we only offer capabilities that are core and authentic to us. Three, it’s my job to inspire.

MM: What’s the most recent, simple customer experience that inspired you?

AT: Etsy is one of my favorite marketplaces. I like to give gifts that are relevant, personal and which feel special. Etsy is my go-to resource for that because its designers offer so much customization.

On top of its creativity, Etsy offers tremendous convenience. You can order a customized good made especially for you and have it delivered in less than a week, which is certainly an example of simplicity.

MM: What is the biggest mistake brands make in regards to simplifying?

AT: One mistake brands make is they keep their heads down in their work and internal complexities and fail to see or deliver what the customer actually wants.

My advice is, put yourself in the place of the customer. What do they want? What experiences do they find delightful? Get out into the field. Listen to what your customers say about your product and how your experiences make them feel. Once you do this, priorities will become clear and you’ll figure out how to navigate your company’s internal complexities.

MM: What are the key indicators that simplicity is driving your business?

AT: We closely track our customer loyalty rate and Net Promoter Score (NPS), which are incredible indicators of customer satisfaction and willingness to recommend our product. Another important metric is overall brand value, which we use to assess what our brand is best known for and to determine whether we are empowering our customers.

Planning is absolutely a measure of your ability to drive simplicity.

MM: What does simplicity mean to you?

AT: Simplicity requires dreaming big and putting a plan in place to make that dream a reality. We all have dreams, but often don’t have enough plans. The raw motivation that comes from an exciting dream doesn’t last forever. The plan is where the success will be made.

Planning is absolutely a measure of your ability to drive simplicity. When you think about the measures that need to be taken to accomplish a goal, the complexity begins to unravel. It forces you to confront questions such as: How clear is your vision? How prepared are you? How strong are you at staying accountable?

MM: What is the top piece of advice you’d give to other brands trying to simplify?

AT: One, always aim big. Everyone wants to feel motivated, so have an inspiring goal. Two, be clear. Put a plan in place for how to pursue your aspirations. Three, be consistent. Don’t have one dream today and another tomorrow. Four, be authentic. Don’t create dreams that aren’t an honest reflection of you, your company or what you’re truly in the business of providing. And finally, strive to gain people’s trust. You’ll know you’re on the path to success when you have customer trust.

MM: Thank you.

This is this an ongoing Simplifiers series. See interviews with EVP – Chief Marketing and Communications Officer at Hewlett Packard Enterprise, Henry GomezCMO at Twitter, Leslie Berland; CMO at Blue Apron, Jared Cluff; SVP, Global Brand Management at American Express, Clayton Ruebensaal; EVP and Group President at Verizon Wireless, Ronan Dunne, Director of Strategy and Innovation at Cofra Holding Ltd, former CEO of C&A China, Lawrence Brenninkmeyer; CMO at The Recording Academy, Evan Greene; CMO at Mary Kay, Sheryl Adkins-GreenHead of Marketing at Home Centre, Rohit Singh BhatiaSVP, CMO of Aflac, Gail GaluppoSVP and CMO at Cambia Health Solutions, Carol KruseManaging Director of The Nature Conservancy, Geof Rochester, Chief Strategy and Innovation Officer of Motorola Solutions, Eduardo Conrado, EVP; SVP, Chief Marketing & External Affairs Officer at Abbott, Elaine Leavenworth, GE CMO, Linda Boff; McLaren Automotive Head of Brand Marketing, Stephen Lambert; Ascension Chief Marketing and Communications Officer, Nick Ragone; Hertz CMO, Matt Jauchius; Direct Line Group Marketing Director, Mark Evans; McDonald’s CMO, Deborah Wahl; Jet.com President, Liza Landsman and VP Marketing, Sumaiya Balbale; Target CMO, Jeff Jones; Spotify CMO, Seth Farbman; Ally Financial CMO, Andrea Riley; Gannett CMO, Andy Yost; CVS Health CMO, Norman De Greve; Dunkin’ Brands CMO, John Costello; Zappos CEO, Tony Hsieh; Southwest Airlines CMO, Kevin Krone; and Google CMO, Lorraine Twohill.

Know a simplifier or would like to be included in the series? Please recommend an executive for my next interview: mmolloy@siegelgale.com

Margaret Molloy is global CMO and head of business development at Siegel+Gale. Follow her on Twitter: @MargaretMolloy and Instagram:@MargaretMMolloy

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