OREO unit sales were down versus year ago when we began planning for this campaign, and we saw March Madness not only as a prime opportunity to recruit more NCAA fans to our brand (a household penetration objective), but also to drive buy-rate among those who like OREO Cookies but weren’t making them a regular part of their March snacking basket.

We realized that the OREO brand’s black cookie and white creme layers were already naturally part of college basketball games, hiding in plain sight on referees’ black-and-white striped uniforms at courtside. So, we playfully hacked the March Madness game play by creating a rich mobile-commerce experience that invited sports fans to scan real-time officiated calls throughout the tournament and score sweet deals on OREO Cookies.

Case Study


Poster Design

UX Design


Gold / Cannes Lions / Creative Commerce 
Bronze / Cannes Lions / Media