Kraft Canada Inc. - Oreo Cakesters

Without new creative, Kraft brand Oreo Cakesters wanted to engage teens with short attention spans and fickle attitudes. Starcom needed to have the brand “hang with them,” and research confirmed that 40% of the target played videogames on their TVs and 36% played on Xbox consoles.

Microsoft Xbox would be launching its newest tech in fall 2010 – Kinect for Xbox 360, a revolutionary hands-free platform.

Cakesters partnered with Microsoft and designed an experiential space, “Oreo Cakesters Sports Zone,” within the Kinect 360 Experience in Toronto, including live tournaments and product sampling.

Within Xbox Live, a custom branded destination experience brought teens into a Cakesters virtual location. Custom ad units were woven throughout.

Starcom also virtually imbedded nine Cakesters online ads into new sports games. The ads highlighted the contests and drove consumers back to the custom branded entertainment destination.

Research showed 65% of consumers who recalled seeing the campaign took some sort of action. There was 54% increase in purchase intent, 32% went to the store to buy Cakesters and there was an 81% increase in positive brand rating.