Dive Brief:

• Mondelez cookie brand Oreo introduced a limited-edition pack of Oreo "Game of Thrones" cookies, according to details shared with Marketing Dive. The pack of cookies features embossments depicting the show's Great Houses and White Walkers. 
• Oreo announced the new cookies in a video which recreates the show's opening sequence with 2,750 animated Oreos. The video was produced with Elastic, the creators of the original sequence, and it will be edited into a 15-second spot to air during the NCAA basketball tournament Final Four games.
• In a separate "Game of Thrones"-inspired campaign, PepsiCo’s Mtn Dew reimagined the main title song from the show’s opening credits, according to details shared with Marketing Dive. The video features Migos, The Chainsmokers, Joel Embiid, A’ja Wilson and more. Mtn Dew also partnered with Migos on a new verse for the "Game of Thrones"-inspired track. 

Dive Insight:

Oreo and Mtn Dew seek to tap into the fan excitement for the final season of "Game of Thrones," which premieres on April 14, with extensions of their co-branded campaigns. The campaigns play into the show's fandom and could help drive up social media traffic, as the show has been one of the most popular over the past few years, and has attracted a massive fan base. 

Oreo previously teased the partnership with the show and says the collaboration is one of its largest limited editions ever. The cinematic video had already racked up more than 205,000 views on Twitter as of press time, and running a version of the video during the Final Four should help the cookie brand boost brand awareness.  Oreo hopes the embossed cookies and limited-edition packaging will drive sales from fans hoping to snag a unique "Game of Thrones" item. 

The new Mtn Dew video is an extension of the brand’s "Game of Thrones" partnership. Last week, Mtn Dew unveiled a white, brandless, limited-edition can, which it called "A Can Has No Name." The cans were printed with thermodynamic ink that shows character Arya Stark's "kill list" when the can is chilled. Mtn Dew released a video for the campaign, which also featured the NBA’s Joel Embiid.  

The new campaign featuring Migos, The Chainsmokers and others aligns with a growing trend where brands are featuring popular musicians in their marketing. Coincidentally, Oreo has also taken the approach before. The cookie brand teamed up with Wiz Khalifa and his son on a campaign, "Stay Playful," that included a new song.