OOH advertising has come a long way—from billboards towering over highways to subway ads catching commuters’ attention, and even park benches doubling as brand touchpoints.
But we believe we’ve reached the pinnacle of cleverness (and performance): slipping your brand message into a tiny, crunchy snack that people crack open with a crazy amount of anticipation.
But don’t let the novelty fool you. Fortune cookie advertising might be unconventional, but it’s anything but fluff. It’s a strategic, data-backed approach to get your brand into the hands—and minds—of consumers in a way that’s memorable, measurable, and surprisingly impactful.
In fact, fortune cookie advertising comes with all the tracking and performance metrics you’d expect from more traditional OOH channels—plus, a cookie.
We’re talking about brand lift studies, real-time reporting, QR codes, and social media tracking—all the cold hard data you need to measure success and justify you want to market your brand via dessert.
Brand Lift Studies: Measuring the Cookie Magic
What’s better than a surprise and delight ad campaign that leaves people with a deep emotional connection to your brand?
One that leaves them feeling that way and comes with data to back it up. Because let’s be honest—good vibes are nice, but they don’t exactly fit neatly into a quarterly report.
Brand lift studies measure the effectiveness of this magic by tracking changes in consumer perception after interacting with your cleverly-crafted cookie ad.
They help us find out if that witty fortune nudged your brand higher up on the consumers’ mental leaderboard. Did it spark more brand awareness? Boost consideration? Change how people feel about your company?
(Spoiler alert: the answer tends to be a resounding yes.)
Heres how we do it.
Glickman Research & Nielsen Partnerships
By partnering with industry leaders like Glickman Research and Nielsen, we dig deep into consumer perception. We ask real, specific questions like, “Did this fortune make you feel more connected to the brand?” or “Did it make you curious about what the brand offers?” Spoiler: the answer is usually yes. These moments of surprise translate into measurable shifts in brand loyalty and awareness.
In-Restaurant Surveys
We go directly into the restaurant, capturing consumers in their natural habitat—mid-spring roll, possibly holding a fortune that promises inner peace or free shipping.
This isn’t a hypothetical vibe check; it’s real, in-the-moment feedback.
These studies are pure gold when it comes to fine-tuning your marketing strategy.
Look at Chime. We distributed millions of cookies across the wider Chicago market to broaden brand awareness. With the help of our research partnerships, we were able to collect enough data to see that this campaign brought 69% unaided recall and saw that 34% of people were more likely to seek further information. If that’s not enough, 17% said they were more likely to recommend Chime to a family member or friend.
Real-Time Reporting
With real-time reporting, you’re not left guessing if your campaign’s fortune reads “great success” or “better luck next time.”
You can watch the data flow like a live feed, showing you how well those strategic messages are landing and how they’re driving brand awareness, conversions, or even social media buzz.
If something’s working exceptionally well, you’ll know right away. If something’s falling flat, you’ll be able to pivot and adjust your strategy–tweaking your copy, targeting, or positioning.
QR Codes: Turning Cookies Into Conversions
QR codes and fortune cookies: a match made in advertising heaven. When someone cracks open that cookie, there’s a quick, simple call-to-action right there, waiting to convert curiosity into clicks.
Here’s the beauty of it: with every scan, you’re not just grabbing attention; you’re getting insights. It’s real-time feedback on who’s engaging, where they’re going, and what action they take next—whether that’s signing up, browsing, or hitting “buy.” In an era where every click counts, fortune cookie QR codes are turning sweet messages into data-driven engagement.
And the impact doesn’t stop at a single scan. Each QR code drives visibility beyond the moment, amplifying organic search efforts by boosting brand awareness and increasing search volume.
In fact, clients see 8x more searches per QR scan, meaning every cookie not only delivers a message but also powers long-term brand discovery.
Take America’s Cardroom, for example. Their campaign wasn’t just memorable; it got results. With over 3.1 million site visits and an 84% recall rate, they didn’t just reach people—they got them talking, clicking, and returning.
If we can’t act immediately, we move on. Fortune cookie QR codes offer that instant connection: seen, scanned, and just like that, your brand is in front of them. It’s direct, memorable, and highly effective.
Social Media Tracking: Free Earned Media
Fun fact: people love posting their fortunes on social media. Think about it—every time someone cracks open a cookie and finds a fortune that hits close to home (or, let’s be real, is hilariously off-target), they can’t help but share it.
This kind of organic reach isn’t just extra mileage; it’s a force multiplier on your organic marketing efforts.
When customers post their fortunes on Instagram, Twitter, or TikTok, they’re serving up your brand’s message to their entire following—for free. And we track this reach down to the last impression.
We don’t know about you, but there’s nothing we love more than free earned media.
Case in point? Duolingo. They launched a fortune cookie campaign, scattering 500,000 branded cookies across the country with fortunes designed to inspire language learning.
The result? 40.5 million+ social impressions, with users being 15.5% more likely to use the app to learn a language.
The Sweet Taste of Measurable Success
There you have it—fortune cookie advertising is more than just a quirky way to get your brand in front of people. It’s measurable, data-driven, and dare I say it, brilliant. From brand lift studies to QR codes and social media tracking, you’ve got all the tools you need to track success, optimize, and keep your campaigns rolling.
Ready to make your next campaign as memorable as that last fortune you kept in your wallet?
Book a call with us. Let’s get your brand baked into the conversation (literally.)
