Oreo and VML have partnered to create a fun promotion riffing on the fact that referee uniforms look al little bit like Oreo cookies stacked on their sides…
Oreo is turning March Madness referee calls into a chance to score cookies.
A mobile push titled “Oreo Calls,” created in partnership with VML, hopes to engage fans during the basketball games.
The brand will convert more than 22 different referee signals into real-time playful cookie match-ups combined with an Oreo offer redeemable at Walmart stores nationwide.
A blend of digital and paid social media is geo-targeted within key college towns.
The work is inspired by the comparison of cookies and creme to a referee’s black-and-white striped uniform. The promotion supplies sweet deals on Oreo cookies throughout the basketball tournament.
Full story at MediaPost.