1. Technology & Innovation

Martha Stewart makes metaverse debut with Oreo

The celebrity chef and DIY homemaker will document her journey through the Oreoverse with a livestream on Facebook and Instagram.

Dive Brief:

  • Mondelēz International brand Oreo is celebrating the release of its limited-edition cookie, “The Most Oreo Oreo,” with a metaverse activation and a tie-up with celebrity chef Martha Stewart, per details shared with Marketing Dive.
  • Created within Meta’s Horizon Worlds, “Oreoverse” invites users to explore its Oreo-themed realm and play mini-games for the chance to win prizes, including a grand prize of $50,000. To promote the activation, Stewart will livestream herself exploring the Oreoverse on the brand’s Instagram and Facebook channels.
  • Consumers can watch the livestream on Jan. 30, timed to the day the limited-edition cookie will hit grocery store shelves. The move follows other marketing plays by the brand to connect with consumers using current cultural trends and topics.
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