Oreo wanted to reach a young audience and elevate its campaign with an immersive experience that would delight the audience while also driving fame & talkability.
Plan
Collaborating with DCM Studios & ElevenFiftyFive, Oreo wanted to captivate cinemagoers with a Gotham-City inspired Oreo experience to coincide with the release of The Batman over its opening weekend. The three-day experience hosted by East London’s Rio Cinema formed part of a broader partnership that included a 30” ident running in HFSS AGP titles.
At the Rio Cinema the opening weekend takeover saw the venue taped off as a crime scene in which everyone in the audience was a suspect. To complete the picture all signage was given an Oreo-themed makeover including the ticket kiosk, branded vinyl wall coverings and as many ‘Oreo x The Batman’ embossed cookies as you could eat.
Results
Cinema delivered on Oreo’s key objectives of connecting meaningfully with its target audience while also driving fame and talkability.
>1,300
attendees during the opening weekend takeover and the avg. number of people per showing at the Rio Cinema was double that of the rest of DCM’s estate.
+166%
higher recall of the Oreo x Batman partnership for cinemagoers vs. control.
60%
of cinemagoers said it made them more likely to consider Oreo, having experienced the opening weekend takeover.
