Mondelez OREO x Kingfluencers Campaign

A biscuit has no inherent claim on gaming culture, and Gen Z gaming audiences are unusually quick to reject brands that arrive without one. What made the OREO and Pac-Man tie-in workable is that the underlying behaviour is real: people do eat while they play, and Pac-Man carries a nostalgia that reaches past the current gaming audience into their parents' reference points. The campaign, #OreoPacManAdventure, was built on that overlap rather than on an invented association.

The execution is the striking part. Four creators, four posts, one platform, one month. Kingfluencers ran this entirely on TikTok with no Instagram component, which is a departure from the dual-platform pattern across the rest of its Swiss portfolio. The work paired digital content with physical access, including a visit to OREO for the creators and a giveaway they ran for their own followers, and one creator singled out both, valuing the chance to give something back to her community and to meet the people behind the brand.

Four posts returning 1.28M impressions works out at roughly 320,000 impressions per post, far above the per-post rate anywhere else in this portfolio, where campaigns typically need 20 to 100 posts to reach comparable totals. Platform concentration and cultural fit appear to have done more here than volume.

Kingfluencers reports 1.28M impressions, 939K reach and 11.8K engagements. The conclusion states reach as 938K while the summary card shows 939K, a small inconsistency. No sales or redemption data is given against a campaign whose stated objective was community connection rather than purchase, and all figures are self-reported.