Mondelēz International owns the two biggest cookie brands in the world, Oreo and Chips Ahoy!. Both cookie brands share the same key demographics of one our clients, Xbox. We were able to bring together two of those brands, Chips Ahoy! and Xbox, who were interested in potential crossover possibilities. The timing couldn’t have been better, as the launch of Xbox exclusive, and open-world pirate game, Sea of Thieves embraced ‘Ahoy!’ perfectly.
Xbox and Chips Ahoy! teamed up to offer exclusive Sea of Thieves in-game items. With the purchase of specially marked packages of Chips Ahoy! cookies, featuring unique Sea of Thieves art, consumers would receive digital codes. Once gamers entered the codes online they were awarded with exclusive in-game cosmetic gear. Items from the exclusive ‘Onyx Set’ helped gamers plot a course, dig up treasure, and bail out the lower decks in Sea of Thieves.
And to make sure fans put these new items to good use, each specially marked package included free five-day access to Xbox Game Pass, a subscription service with access to over one hundred games, including Sea of Thieves, and Xbox Live Gold. This pair of add-ons gave consumers immediate access to Sea of Thieves and its multiplayer gameplay. The digital codes were stackable for up to thirty days of free games, which further incentivized gamers to buy more Chips Ahoy!.
Finally, in addition to receiving the exclusive in-game items and up to a month of free gaming, fans had the opportunity to enter an exclusive Chips Ahoy! sweepstakes. Gamers entered for a chance to win an Xbox One X, Xbox wireless controller, and a copy of Sea of Thieves.
It was an exciting time to #BeMorePirate!