Twist, Lick, Dunk Challenge

24 MARKETS3 PROMOTIONAL MECHANICS€10,000 GRAND PRIZE1 LEGAL FRAMEWORK
  • Austria flagAustria
  • Belgium flagBelgium
  • Cyprus flagCyprus
  • Czech Republic flagCzech Republic
  • Denmark flagDenmark
  • Finland flagFinland
  • France flagFrance
  • Germany flagGermany
  • Greece flagGreece
  • Hungary flagHungary
  • Iceland flagIceland
  • Ireland flagIreland
  • Israel flagIsrael
  • Norway flagNorway
  • Slovakia flagSlovakia
  • Sweden flagSweden
  • United Kingdom flagUnited Kingdom

One campaign idea. Multiple legal frameworks to navigate.

 

The Oreo team at Mondelēz wanted to launch a pan-European consumer promotion. Playful, interactive and built around the iconic Oreo Ritual, the ambition was a joined up brand activation running at the same time across more than 20 countries. Prizes ranging from tech products and streaming vouchers to a €10,000 holiday grand prize.

Whilst a straightforward mechanic for consumers: purchase a pack, scan a QR code or visit a localised URL, complete the Oreo Ritual and enter for a chance to win – the legal structure sitting behind that consumer journey is considerably more complex.

Beyond compliance, the campaign also needed to support Oreo’s wider engagement goals: encouraging shoppers to interact with the brand through mobile-first entry routes, share results socially, and provide first-party data – e.g. email address and contact phone number – in a way that remained legally robust across all participating markets.

The Promotional Journey

Three mechanics. One coherent campaign.

24 participating markets with three distinct mechanics ran simultaneously and in compliance with local laws and codes.

Mechanic 1. Instant Win

Consumers entered and immediately discovered whether they had won a prize. Everyone was also entered in the grand prize draw.

Mechanic 2. Prize Draw

Winners selected from entries collected throughout the campaign period and used an independently conducted and verified random draw.

Mechanic 3. Skill-Based Competition

Entrants must complete the Oreo Ritual as quickly as possible, with weekly prizes for the fastest recorded times.

Prize Structure

A tiered prize model designed to drive repeat engagement.

The prize architecture was designed to reward consumers at different levels – giving them a reason to enter, a reason to come back and a standout headline prize to drive wider campaign interest. Prizes included :

  • PlayStation 5 consoles, smaller tech prizes, digital vouchers and market‑specific digital rewards
  • A €10,000 holiday voucher, open to entrants across all markets and all three mechanics

What PromoVeritas Delivered

End-to-end promotional infrastructure, across every market.

PromoVeritas delivered end‑to‑end support across all markets, covering legal, compliance, independent oversight, prize management and operational delivery through a single, coordinated framework. From drafting and localising T&Cs to running prize draws, validating mechanics and managing fulfilment, we acted as a single point of contact while ensuring local requirements were met

Email us:
info@promoveritas.com
Call us:
+44 (0)203 325 6000
Write to us:

PromoVeritas Ltd, Monument House,
215 Marsh Road, London, HA5 5NE, UK