Popular cookie brand, Oreo, launched its metaverse experience “OREOverse“ this week. Built on Meta’s Horizon Worlds, the metaverse allows fans to play cookie-themed games. The games involve several levels with exploration, twisting, and dunking the cookies, and are intended to promote the latest edition of the cookie – “The Most Oreo Oreo”.
With Meta’s association with the Oculus virtual reality headsets, Oreo was keen to emphasize that its experience can also be accessed via mobile and computers.
The promotional offer associated with the launch promised a multitude of prizes – including a $50,000 sweepstakes, game consoles, and virtual reality headsets.
The brand has also partnered with Martha Stewart, best known for her popular cookbooks. Stewart is not new to web3, having launched her personal NFT collection “Fresh mint” in 2021.
While the OREOverse games are built on Meta’s platform, several other consumer goods companies are marketing their new products on other existing gaming worlds. In October 2022, McCain Foods, the company behind the famous McCain fries, collaborated with metaverse platform Roblox and NFT-themed restaurant, Bored & Hungry to educate audiences on regenerative agriculture. Similarly, Unilever’s popular Magnum ice cream launched a virtual museum in Decentraland, another virtual destination for digital assets.
One of the biggest challenges in enterprise adoption of the metaverse is talent. According to a report from KPMG, while 67% of companies surveyed were willing to adopt new platforms in an attempt to boost engagement with consumers, most companies have a short supply of in-house tech capabilities to keep up with the growing trends. This makes it more likely for companies to partner with tech companies to build engagement in web3 and the metaverse.