Dunk In Love with Oreo
Bringing Valentine's day to the Community
Show Love with Oreos
Concept | Strategy | Animation Experiential Marketing
Meosha Jupiter (Me)
What it is
A brand experience that allows users to play a game with another person and win a Valentine's day themed Oreo prize.
What it does
The Dunk'n'Love truck goes to the user and allows them to play an interactive game using Microsoft Connect.
Create a brand experience for Valentine's day that allows people to share their love for each other.
Identify a group of people that may not receive enough love on Valentine's day
Find a way to get the experience to the user
Keep with current client branding
Conducted research and user interviews to determine pain points
Established user types and journey flows
Prototyped/animated the game experience
Built a brand experience that was free and engaging for the consumers
Oreo needed a fun and engaging way to promote their new Valentine's day Oreo cookie that went well with their current campaigns.
Being playful is a big part of Oreo's brand and it is reflected in much of their advertising.
For this project, I wanted to bring families together with that same playful mentality by bringing an interactive valentine's day experience to them.
With so many ways to share your love with someone, I believe the most effective would be to simply spend time with them.
Oreo's recent commercials with rapper Wiz Khalifa and his son were absolutely wonder-filled.
Looking at things from a single parent perspective, I became interested in creating an event for single parent and low-income families.
Through interviews and insights from Simmons Research, I learned more about my audience and how to help them.
Low-income families spend less time with their children than they would like to
Parents struggle with the balance between financially supporting their family and emotionally supporting them
Parents are worried about the cost of activities (amusement/theme parks, aquariums, museums, etc.)
Playing games with your family can promote cooperation and communication
Often times parents will take their child on errands with them as a means to spend more time together. With this information, I knew I had to find a way to bring the game to the user.
The Oreo Dunk 'n' Love truck is about the size of your standard ice cream or food truck but packs much more fun.
The screen features an interactive game that requires two users. The truck itself will move through different areas such as suburban neighborhoods and shopping center parking lots. These areas are frequented by families and are easily accessible.
As the truck travels, it will play Oreo's whistle theme song.
Once parked, the fun beings.
The static screen becomes interactive with Oreos falling from above. The idea is to get the Oreos into a glass of milk. This is done by having one user hit the Oreos towards the cup, while another user tilts and moves the glass of milk to help catch the Oreos.
This can be achieved using Microsoft Kinect. Microsoft Kinect uses a video camera, depth sensor, and multi-array microphone to capture and create a physical image on the screen to allow you to interact with the Oreos and milk glass. The kinect would be attafched to the top side of the Dunk'n'Love truck.
After the participants complete the game by getting all of the Oreos into the glass of milk, they receive a prize.
Currently, Oreo has a Valentine's Day kit that includes multiple boxes and fun size Oreo packs. For this experience, Oreo would simply be distributing the miniature boxes with a fun size oreo inside as well as a recipe card.
This way the fun could continue after the 'Dunk in Love' truck experience or the participant could even give the box to someone else and share the love.