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Mineski and Gameloft partnership brings the first ever OREO branded game

Mineski Global and Gameloft team up to create the first-ever OREO branded game which is called the "Say It With OREO" or SIWO.
Mineski and Gameloft partnership to bring the first ever OREO branded game
The "Say It With OREO"

A game made by Gameloft and Mineski

Mineski has given OREO a unique approach to market visibility by integrating a variety of gamification mechanics into their customer experience like never before in order to define the brand's competitive edge. A branded mini-game was built, powered by an augmented reality (AR) filter, to engage consumers in an interactive activity with digital OREO assets by capturing the cookies virtually with an open mouth. At the end of each game, Mineski included playable adverts that would direct players to the SIWO microsite.

Mineski Global has seen great success with the gamified AR filter for OREO, generating close to 4 million in impressions and engagement across Thailand, Vietnam, and Indonesia, which was 4x higher than typical engagement rates. With a click-through rate (CTR) of 4.01%, we were able to help Gameloft for brands to double its average CTR record, which is a good indicator that users found the ads relevant, said Mineski Global Chief Revenue Officer Danny Chang.

The two companies created the SIWO microsite—a gamified survey form—to provide gamers with an exclusive opportunity to redeem vouchers with special edition #SayItWithOreo cookies by providing their email address, adding value to the brand experience. By clicking over to the e-commerce page of each participating country, users may also get discount vouchers for themselves.

Mineski Global illustrated the versatility of gamification in integrating the brand's objectives into the campaign execution through SIWO. Gamified AR filters, surveys, mini-games or playable commercials, sponsored in-game assets, and in-game integration is just a few of the techniques that brands may use to generate engagement.

The mini-game and microsite enabled OREO to position itself as a gamified, playful brand, reaching a bigger audience in an experiential way. It has not only helped drive engagement but also provided real value to consumers by letting them immerse in a much more compelling experience than passively consuming branded content. We are extremely enthusiastic to be working with Gameloft for brands to touch the lives of many, including brands and consumers, through gamification, Chang added.

Looking ahead, gamification is primed to penetrate more industries and generate a world of value for brands. In order to develop meaningful connections with people and brands, being on the lookout for the latest trends and gamification mechanics as early as now could be advantageous.

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