Oreo x Minecraft Promotion

Oreo's movie brand partnership with the Minecraft movie, featuring special edition cookies and packs.
Following an extremely successful brand collaboration with the Pac-Man franchise, Oreo has returned with yet another brand collaboration, this time with ‘A Minecraft Movie’, due to release in theatres 4th April 2025. As part of the promotion, Oreo uses augmented reality within the promotional journey for a more engaging and interactive experience via gamification. The experience requires a motion sensor so is only available on mobile devices. 

There’s also a way for shoppers to enter the promotion with their barcode instead of playing the augmented reality experience. This portion of the promotion is an instant win wherein participants who don’t win anything are automatically rolled over to the prize draw portion of the promotion. For the instant win portion of the promotion, 50% of entries during the promotional period will randomly be able to access a daily prize basket - if there are still prizes left over during the day, entrants will win a prize. If no entry is made, the prizes from the basket will roll over to the next day.

Both the gamified augmented reality experience and the main promotional entry form can be found at taste-play-win.oreo.eu The promotional page itself, features various visuals from the movie. Overall, the promotion is supported by an on-pack design with unique limited edition designs on the face of the cookie as well as OOH support including paid ads and socials.

PromoNow, ASDA February 2025 | Promotions Seen

Oreo's movie brand partnership with the Minecraft movie, featuring special edition cookies and packs.

UK & ROI, 18+. 13/01/2025 –30/04/2025. No purchase necessary for ROI. Purchase necessary in the UK. Visit website or scan QR code on back of promotional pack, fill in the form and (for UK) submit a EAN code to enter for a chance to win. Internet & personal details required. Main Prize: 1 x holiday to Los Angeles for winner and a guest (exclusions apply) with a value of up to £ 6500 / € equivalent. Max 1 Instant Win entry/household/day. Max 1 Instant Win Prize/person/household. Max 1 prize draw entry/person. Visit www.oreo.eu for full T&Cs, prize details and ROI NPN.
Uploaded:
7/3/2025
Share:
Brand:
Oreo
In collaboration with:
Minecraft, Microsoft, Warner bros. Pictures
First seen:
20/02/2025
Found:
ASDA, taste-play-win.oreo.eu/uk
Type of Promotion:
Free Prize Draw
Instant Win
Promotion Category:
Food & Drink
Food Cupboard
Snacks
Confectionery
Bakery
Prizes:
Vouchers/Gift Cards
Merchandise
Travel
Experiences
Holiday
Entry Mechanic:
Form
Tags:
On-pack
Microsite
Gamification
Brand Collaboration
Entry Requirements:
Purchase necessary, UK, ROI, 18+
View Promotion T&Cs:
Promotion T&Cs
Live placement:
Promotion Entry
Screenshot:
Promotional Pack
Oreo x Minecraft Promotion
Screen recording:
Screenshot:
Oreo x Minecraft Promotion

PriZe Details

Tier 1 / Main Prize: Trip to Hollywood / Los Angeles including a visit to the Warner Bros Studio with a value of up to 6500 Pounds Sterling.

A total of 325 other prizes are available. No further prizes will be awarded.

Tier 2 Prize: 125 OREO Water bottles with an individual value of 13.24 Pound Sterling each;

Tier 3 Prize: 200 OREO Coffee Mugs with an individual value of 16.55 Pound Sterling  each;

Tier 4 Prize: 50 OREO MINECRAFT Duo Movie Tickets with an individual value of 13.24 Pound Sterling

Estimated Prize Pool:

£10,000 - £50,000

UK & ROI, 18+. 13/01/2025 –30/04/2025. No purchase necessary for ROI. Purchase necessary in the UK. Visit website or scan QR code on back of promotional pack, fill in the form and (for UK) submit a EAN code to enter for a chance to win. Internet & personal details required. Main Prize: 1 x holiday to Los Angeles for winner and a guest (exclusions apply) with a value of up to £ 6500 / € equivalent. Max 1 Instant Win entry/household/day. Max 1 Instant Win Prize/person/household. Max 1 prize draw entry/person. Visit www.oreo.eu for full T&Cs, prize details and ROI NPN.

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