Oreo is the latest brand to use AR in Pokemon Go style game

Oreo has developed an augmented reality (AR) mobile gaming app "The Great Oreo Cookie Quest" in partnership with Google. The game, created by The Martin Agency with the help of Carat and Gravity Jack, gives users clues to find virtual Oreos, with points and prizes such as Google Play points or Pixel phones. Players can compare scores with friends on Facebook and Twitter via a leaderboard. The game launched in the UK at the end of January on iOS and Android platforms. It is due to be rolled out across Europe, Russia, Latin America and possibly the US.

More brands are developing their own augmented reality experiences, as the expense and technical ability needed to produce them have decreased and the desire for mobile entertainment has grown. Oreo is the latest, building its own mobile gaming app called “The Great Oreo Cookie Quest,” which engages users with a virtual scavenger hunt.

Oreo’s game gives users clues to find virtual Oreos in the world around them. Using object-recognition technology, the app can detect whether an object is correct and reveal hidden Oreos. For example, a daily clue like, “What puts hands on your wrist?” will prompt users to scan their watch, revealing an Oreo on their phone’s screen. Each virtual cookie is assigned a point value based on how difficult the clue is, and in a leaderboard, users can see how they compare to their friends on Facebook or Twitter, as well as users around the world. Users can scan real Oreos to enter a sweepstakes to win a trip to either Google’s headquarters in California or a trip to Africa.