The Oreo/Game of Thrones brand tie-up will see the Mondelez brand help fans pledge their loyalty to the Iron Throne, in what its senior director is calling one of its biggest collaborations to date.
Oreo teased the partnership in a social teaser video on Saturday, leading a raft of titles to publish the headline ‘Game of Thrones Oreos are coming’. However, Justin Parnell, the senior director of Oreo at Mondelez, revealed the mashup would involve more than a branded cookie, and will also “help fans pledge their loyalty to the throne” at the ANA Brand Masters Conference today (27 February).
Parnell would not reveal exactly how the activation will pan out ahead of the HBO show’s final season premiere, yet said it is “certainly” Oreo’s biggest collaboration of the year, and potentially its biggest ever.
He noted it would play heavily into one of Oreo’s key missions – to connect people – and hinted it would engage the fanatical Game of Thrones social community.
“They’re doing viewing parties together, they’re bantering online about character plots [and] they’re speculating about what’s going to happen,” he said. “It’s definitely a community that’s all about social connections and that’s what makes it relevant for Oreo.