Oreo embraces its dark side with The Batman cinema takeover

Rafael Espesani, Oreo senior brand manager, said: “Bringing two such loved icons of Oreo and Batman together has been a unique experience so far, and we now can’t wait for fans to enjoy an exhilarating immersive event as they get their first look at one of the most anticipated films of 2022. From tantalizing their tastebuds with our Oreo-inspired creations to solving riddles and more, the screenings are sure to be a truly unforgettable one.”

Denia Souli-Vounisiou, client partner at The Story Lab, added: “Our task was to drive fame and talkability for this iconic collaboration between Oreo and The Batman beyond a standard media partnership, and what better way to do this than by taking cinematic experiences to the next level by partnering with DCM and elevenfiftyfive to deliver a fully-immersive theatrical experience?”

The weekend takeover saw the venue taped off as a murder mystery crime scene in which everyone in the audience was a suspect. Only by teaming up with other guests, Oreo delegates and the on-hand Gotham City Police Force could the trail of cookie crumbs be followed to unmask the killer.

To complete the picture all signage was given an Oreo-themed makeover including the ticket kiosk, branded vinyl wall coverings and as many ‘Oreo x The Batman’ embossed cookies as you could eat.

Oreo’s cinema takeover forms part of a broader strategy to make its marketing more playful to secure a place in British biscuit tins.