With the Super Mario movie coming out, we made the most playful cookie even more playful by turning it into a new Super Mario game.
We launched by creating a new Mario level out of cookies and milk, which also played the Mario theme song.
Fans watched it 2M+ times in 24 hours.
Then we released a special edition pack. Each cookie had one of sixteen special embossments, featuring heroes, bad guys, and power-ups.
The pack also invited fans to play a new Super Mario game, using their cookies. A QR code gave them the rules and showed them a progress tracker that showed how close the world was to dunking bowser in milk.
