Feeding Halloween movie screams with OREO.
Ask
Make OREO a Halloween staple.
Insight
86% of people watch scary movies during Halloween with their friends and family, but 50% of people actually hate scary movies.
Idea
OREO is making every Halloween movie scare sweeter to bring comfort to those fearful watchers.
Awards
Winner, VML Emerge
Role
Art Director
Client
Oreo
Feed The Screme
Horror movie screams are now discounts for OREOs. Visit the Cookies & Screme microsite and upload a video of a scream in a movie. The scarier the scream, the bigger the offer.
Step 1: Visit cookiesandscreme.com
Step 2: Scan the screme
Step 3: Get an offer
Streme & Screme
Some people don’t want to watch these scary scream scenes at all, so OREO will also introduce a new way to watch completely scare-free.
On streaming servies like Paramount+ and Hulu, movie-watchers can opt in skip a scare by watching an OREO ad in its place.
Screme Shades
What you can’t see can’t hurt you.
We’ll create special flip-up glasses that double as OREO holders and send them out to influencers. Every time a scary scene comes on, simply flip your OREOs to block your view.
Big Screme Drive-In
OREO will take advantage of Walmart’s large parking lot spaces to host Cookies & Screme Walmart Drive-Ins around the US. Friends and family can gather to watch scary movies with the comfort of OREOs. Every time someone screams in fear, the whole crowd gets OREOs.
Social Scremes
During Halloween, social media is full of scare reaction videos. We ‘ll find our favorites and start commenting on them, DMing the creators an offer on OREOs in Target and encouraging more UGC under the #OREOcookiesandscreme.
Paid Social
We’ll spread the word through social content, highlighting OREO as the sweet solution to Halloween movie scares.
Site Takeover
Customers visiting Walmart.com to find their movie night essentials will be directed towards OREOs to sweeten the scary movie fright.
Movie Snack Endcaps
For in store shoppers, we’ll place OREOs in aisles people shop pre-movie night, like the popcorn, chip, and candy aisles.
Credits: Sara Kelly (AD), Ahalya Bahuguna (CW), Tatum Meyer (Account), Liv Shaw (Account), Leo Zhao (Data)
View the full pitch here