OREO
Super Mario
Play with your food, save the Mushroom Kingdom.
What do you do when the world’s most playful cookie collaborates with the world’s most popular video game characters? After you stop hyperventilating, you create an all-new way to play with both.
Sorry, moms.
Film
We launched by creating a unique Mario level featuring our new cookies bouncing against glasses of milk, which recreated the iconic Mario theme song and invited fans to play our new game.
This was the first time Nintendo had allowed the song to be officially recreated by an outside company. Fans watched it 2M+ times in 24 hours, and it became the highest-rated cookie ad System1 ever tested.
Game
Our special edition packs invited fans to play a new Super Mario game—and showed them how.
As fans played and posted, cookies were added to a dunk machine on our site. The more cookies were added, the closer Bowser got to being dunked in milk.
Once enough fans played, Bowser was dunked, defeating him and paying homage to the original Super Mario game.
Peach Returns
With Bowser defeated, Princess Peach returned and celebrated by gifting our fans with special Princess Peach cookies!