• by Fern Siegel , April 1, 2024

Oreo is turning March Madness referee calls into a chance to score cookies.

A mobile push titled "Oreo Calls," created in partnership with VML, hopes to engage fans during the basketball games.

The brand will convert more than 22 different referee signals into real-time playful cookie match-ups combined with an Oreo offer redeemable at Walmart stores nationwide. 

A blend of digital and paid social media is geo-targeted within key college towns.

The work is inspired by the comparison of cookies and creme to a referee’s black-and-white striped uniform. The promotion supplies sweet deals on Oreo cookies throughout the basketball tournament.

Fans can scan real-time officiated calls and convert them into a call for Oreo cookies at OREOcalls.com.

"Innovation is always in the forefront of our shopper marketing strategy, and this work with VML shows an innovative approach to reach consumers, shoppers, and fans," said Steve McGowan, Head of Shopper Experience & Industry Engagement, Mondelez International.