Oreo conducted an AR-based experiential campaign to promote the 'Oreo Winter Edition' product for the winter season and reinforce its core brand asset, the 'Dunk in Milk' moment. Consumers accessed the main campaign page via a QR code on the product packaging, where they could enjoy two AR contents.

1. Oreo Winter Dunk AR Game

This was an interactive mission where aiming the camera at the top of the package brought up a snowy AR environment with a penguin. Users timed their action to dunk the Oreo into the milk. Successful completion provided a 'Happiness Message' and encouraged sharing with friends.

2. Oreo Penguin Filter Game

In this game, after taking a picture of their face, an Oreo dunk animation played, and then the participant's face was applied to the 'Oreo Penguin Cookie' as it popped out. Users could then write a happiness message and save or share it.

This project is a case of marketing content that effectively enhanced the visibility of the Winter Edition by realizing Oreo's 'happiness' and 'fun' through AR technology, utilizing the packaging as a gateway for brand experience, and promoting natural viral marketing through a prize draw event and friend-sharing features.