Oreo Hazelnut vs Dark Chocolate? Play the WebAR game to help decide which new Oreo flavour is the best!

Oreo is no stranger to playful and innovative marketing, and with the launch of its Hazelnut and Dark Chocolate flavours, the brand wanted to go beyond traditional promotions. Instead of just announcing the flavours, Oreo invited consumers to experience them through an immersive, gamified WebAR campaign—built and deployed by AliveNow, the global creative tech studio.

The result? An exciting, interactive experience where fans could hunt Oreos in their own environment, challenge friends, climb leaderboards, and share their flavour preferences—all while staying playful with Oreo.

The Campaign: Playful, Social, and Immersive

Consumers across the Middle East could access the AR game by simply scanning a QR code on Oreo packs. Once inside, they were transported to a live WebAR environment where Oreos floated around their space in AR, collecting cookies added to their score.

• Play solo or challenge friends: Gamers had the flexibility to play on their own or invite friends into the experience.
• Hunt and score: The objective was to hunt as many Oreos as possible and score points.
• Climb the leaderboard: Competition added a layer of excitement, encouraging repeat play and sharing.
• Share on social: Oreo amplified the campaign with strong influencer partnerships and regional social media promotions, driving discovery and engagement.

By turning flavour discovery into a gamified adventure, Oreo created buzz not just about the new flavours, but also about the fun, interactive way consumers could engage with them.

WebAR for Brand Engagement

AliveNow designed and built this WebAR experience to ensure Oreo could achieve two key objectives:

1. Consumer Insights: The campaign helped Oreo understand flavour preferences—valuable data for product positioning and future launches.
2. Consumer Buy-in: The interactive AR game sparked curiosity, fun, and loyalty, nudging consumers to try the new Hazelnut and Dark Chocolate flavours.

By leveraging WebAR, Oreo was able to bypass app downloads and deliver the experience seamlessly through mobile browsers. This ensured maximum accessibility and reach, key factors in the campaign’s success.

Why This Matters for Brands and Agencies

This campaign demonstrates how gamified AR experiences can transform brand engagement. Instead of one-way communication, Oreo created a two-way dialogue where consumers interacted, competed, and shared their experiences with others.

For brands and agencies, the key takeaways are:

• Accessibility matters: WebAR removes friction and boosts participation.
• Gamification drives repeat engagement: Leaderboards and competition keep audiences coming back.
• Social amplification multiplies reach: Combining AR with influencer-led promotions creates exponential awareness.
• Data-backed marketing: Interactive experiences provide valuable insights into consumer preferences.

Here’s a quick look at the Oreo Hazelnut & Dark Chocolate AR experience in action:

Oreo’s Hazelnut and Dark Chocolate AR campaign is a perfect example of how creative tech and digital innovation can elevate brand storytelling. By gamifying flavour discovery, Oreo built excitement, encouraged trials, and strengthened consumer connection—all while delivering a fun, memorable experience.