The challenge

As part of Oreo's ICC T20 World Cup campaign, the goal was to create a digital experience that encouraged fans to scan Oreo packs, manifest dreams for their favourite cricket teams and players, and stay engaged throughout the tournament. The experience needed to be simple enough for first-time users while motivating repeat participation through gamification.

My role

As the UX Designer, I designed the end-to-end microsite experience - from the QR code entry point and dream submission flow to leaderboard interactions, reward mechanics, and responsive interfaces. I collaborated closely with creative, strategy, and development teams to ensure the experience balanced campaign objectives with an intuitive user journey.

Outcome

Delivered a gamified campaign platform where fans could scan Oreo packs, submit dreams for their favourite teams and players, earn points, and climb a live leaderboard throughout the ICC T20 World Cup. The experience transformed a product purchase into an engaging digital journey that encouraged repeat participation and strengthened fan engagement with the Oreo brand