Social Media

Oreo Brings ‘Nomsters’ to Life in #OreoLab Halloween Campaign

October 29, 2014

Inspired by some of the most feared monsters of Halloween lore, Oreo, in partnership with 360i, has been busy at work in its Oreo Laboratorium, performing experiments on Oreo cookies to create “nomsters.”

Leading up to Halloween, Oreo will be bringing a new “nomster” to life each day this week and unleashing it on the world via social channels. Fans can follow Oreo on Facebook, Twitter and Instagram to view exclusive stop-motion videos of the experiments from the Laboratorium. Additionally, Oreo is asking fans to help “Name the Nomster” on Facebook and Twitter. The best name will be made into custom digital content and recognized by Oreo later that day.

The #OreoLab, which is inspired by an 1800’s mad scientist laboratory, features an innovative set design and is housed on Instagram (with its own account: @OreoLab). The panoramic Laboratorium is fully explorable on mobile, whereby turning their phones horizontal, fans can discover hints of experiments yet to come.

To create the set and its more than 100 different props – many of which are handcrafted – Oreo and 360i worked with set designer, Lori Nix, whose work has been featured in the Smithsonian and The New York Times. The team also partnered with CastelliModels to sculpt and fabricate the more than 40 stages of models needed to create the innovative stop-motion videos. This isn’t the first time Oreo has created some Halloween fun.

Last year, Oreo paid homage to popular Halloween horror movies through its Vine re-creations.


Read more about the #OreoLab over at Adweek.