Oreoverse
2022–2023
A multiplayer cookie-tossing game for Oreo that allowed strangers to play together directly inside the same advertisement.
Covered in Spatial Awareness strategy Marketing Dive
The Oreoverse uses AppMana’s multiplayer software development kit to place several people who tap the same Instagram advertisement into a single running game instance. Those involved in the project identified it as the first multiplayer campaign inside a social feed.
MediaMonks built the project, The Martin Agency produced the creative work, VaynerMedia bought the media, and AppMana hosted it. The campaign launched in February 2023 across the US and Canada. A second-year campaign followed in 2024, and a separate Space Dunk creative after that.