Oreo “Trust the Twist”: Interactive Gaming & BTL Activation

The “Trust the Twist” campaign was launched in August 2024 and ran until mid-October 2024, with the goal of increasing brand engagement and awareness through interactive digital experiences and strong offline presence. As part of this activation, Starcom Georgia implemented influencer marketing and BTL (below-the-line) activities to support the campaign’s reach and engagement.

The campaign encouraged consumers to interact with the Oreo brand through gamification, rewards, and on-ground activations, creating a seamless connection between digital participation and real-world experiences.

Campaign Specifics

Consumers could participate in the Oreo promotion by scanning a QR code placed on Oreo packaging or promotional materials. The QR code redirected users to the campaign website, where they could register and activate their account.

Once registered, participants could click the “Trust Oreo” button to access the interactive game. The core mechanic invited users to predict which side of the cookie the cream would appear on, reinforcing the playful and curious nature of the brand.

Games Offered

To maintain interest and repeat participation, the campaign featured a variety of branded mini-games, including:

• X’s and Y’s

• Oreo Bird

• 3 in a Row

• Guess Where

• Speedy Cookie

• Oreo Tower

These games were designed to be simple, engaging, and accessible, encouraging users to return frequently and compete for higher rankings.

Prizes & Incentives

Participants competed in monthly rankings, with top performers eligible to win high-value prizes, including:

• iPhone

• iPhone 15

• Marshall headphones

• Cash prizes

This reward structure helped sustain long-term engagement throughout the campaign period.

BTL Activities

Alongside the digital activation, Starcom Georgia executed several BTL initiatives to strengthen offline visibility and consumer interaction:

• Prize Logistics: Coordinating and managing the distribution of prizes to campaign winners.

• Board Game Production: Developing an exclusive Oreo-branded board game designed to create fun, shareable moments among friends and family.

• University Activation: On October 5, Oreo launched a dedicated brand zone at the Welcome Event of Ivane Javakhishvili Tbilisi State University.

During the university activation, students were introduced to the promotion, interacted with promo staff, participated in on-site activities, and received branded gifts. The setup included banners, merchandising materials, and promotional staff, ensuring strong brand visibility and engagement within the student community.

Results

The campaign achieved strong engagement across both digital and offline touchpoints. Thousands of users actively participated in the games, while BTL activations successfully extended the campaign experience beyond online channels.

Overall, “Trust the Twist” demonstrated the effectiveness of combining gamified digital experiences with targeted BTL activations, reinforcing Oreo’s playful brand identity and delivering meaningful audience engagement within a limited campaign timeframe.