What good is a virtual world without snacks? Oreo has unveiled its foray into Wes 3.0 with the launch of the “Oreoverse,” an Oreo-themed world of games and cookies.
“[Our brand] believes in building meaningful connections, and we hope the Oreoverse will provide fans with endless opportunities to engage with others that share Oreo’s playful spirit,” said Julia Rosenbloom, senior brand manager for Oreo. “In the interactive, virtual world, fans can play with Oreo cookies and explore the six levels of the Oreoverse as they twist, dunk, and more.”
The interactive space was launched by a new version of the well-known cookie, the “Most Oreo Oreo.” The new cookie features extra layers of filling that has Oreo cookie mixed in. “The Most Oreo Oreo” cookie is literally full of itself,” Rosenbloom said. “It’s a cookie that is so meta, it only made sense for it to be the portal to unlock our new playful world.”
Consumers can reach the metaverse experience by scanning a QR on packages of the “Most Oreo Oreo” or through Meta Horizon Worlds. Once there, they will find games that include building the Most Oreo Oreo cookie and inflating a cookie to become a rocket to the stars.
To further entice fans to the online world, Oreo has recruited Martha Stewart to explore the space in a live webcast on January 30 at 10 a.m. Eastern Time. Fans can watch Stewart and her friend and gardener Ryan McCallister in the Oreoverse through the brand’s Facebook and Instagram channels.
“[Martha Stewart] is a perfect fit because she is not only a longtime brand fan but also a pioneer of her field, Rosenbloom said. “We know that the metaverse can seem like a confusing place but it is no match for her, who can seemingly master anything from cooking to crafts to gardening and now… gaming.”
