Oreo Calls

The OREO Calls campaign cleverly linked referee calls to cookie offers during March Madness. Fans could "scan" ref signals via a mobile experience for OREO deals at Walmart. Social media drove traffic, turning game interruptions into playful OREO moments. The core idea, "Hack the Game with OREO," leveraged the visual similarity between OREOs and referees. By turning calls into deal opportunities, the campaign transformed passive viewing into active engagement, driving traffic and sales. The key was subtly inserting OREO into the March Madness ritual.