As part of inking its first global movie marketing deal with Paramount Pictures, Oreo is extending the reach of its mobile app with themed content.
The Mondelez-owned cookie brand’s app update coincides with a global marketing campaign that also includes point-of-sale, television and packaging to promote the upcoming "Transformers: Age of Extinction" film. The updated Twist, Lick and Dunk app includes content from the movie, such as themed virtual cookies, games and trailers from the film.
Via the iPhone and Android app, Oreo’s app challenges players to twist apart virtual cookies and slam them into a glass of milk. The app is ad supported and users can also buy additional cookies as in-app downloads.
Oreo’s Twist, Lick and Dunk app has racked up more than two billion virtual cookie dunks since launching in 2012. Downloads are split equally between the United States and China.
According to Bonin Bough, vice president of global media and consumer engagement at Mondelez International, the game boasts 150,000 daily active users, an impressive feat for brands that have traditionally struggled in driving repeat usage.
Bough declined to comment if other campaigns are in the works that integrate similar bits of content, but did point out a bigger opportunity in using these kinds of promotions to sync up all of the brand’s marketing efforts.
"We’ve actually tied it to our TV, and so the TV spot actually points and drives people to download and play the game," Bough told Adweek.
"We see a huge opportunity in connecting our media across the entire ecosystem, so having TV drive to mobile and then having mobile participate and interact with television,” he said. “We think there is a huge opportunity to unlock more programs that begin to do that."