When you think of high-performing OOH marketing tactics, fortune cookies probably weren’t the first thing to cross your mind.
But tucked inside those crispy folds is the world’s greatest ad medium. Seriously.
Fortune cookie ads? They’re impossible to ignore. They're not just seen—they’re shared. They inspire action. And the best part? It all happens through something that's been baked into our culture (literally) and delivered joy for decades: the humble fortune cookie.
So, let’s crack this cookie open and show you how something so small (but incredibly mighty) can have a seismic ripple effect on your existing organic marketing efforts.
The Offline-to-Online Connection: How Curiosity Drives Search
There’s something magical about a fortune cookie. It’s a small, unexpected moment that feels personal—and that’s what makes it so powerful. People love to apply the fortunes they receive to their own lives, and when your brand message is tied to that moment, you’ve created an experience that sticks.
Imagine someone wrapping up a meal, cracking open their cookie, and finding a clever nod to your brand inside. It’s intriguing, relevant, and naturally sparks curiosity. That’s when they pull out their phone and look you up. But here’s the real kicker: with over 70% unaided recall, this search doesn’t have to happen right away. They might remember that moment days or even weeks later.
With 20% of people keeping their slip, these little cookies act as mini billboards that go far beyond the dinner table, even eventually bringing them back to scan a QR code or claim a digital offer.
This leads to a major impact on their social engagement and search traffic compared to traditional OOH. We're talking 8 times more searches for every QR scan per client.
Earned Media: When Customers Do the Sharing For You
There’s an old saying in marketing: if people love it, they’ll share it.
Nothing gets shared faster than something fun, quirky, and unexpected like a well-crafted fortune.
As Instagram stories and TikTok trends flood our feeds, these little nuggets of branded creativity always find a way to break through the noise. And with TikTok practically becoming Gen Z's version of Google, one clever fortune could have people searching for your brand faster than you can say, "Hashtag blessed."
The more personalized and clever the message, the higher the chance your brand gets not only seen but talked about. And what’s better than free publicity?
The proof is in the cookie…
While billboards struggle with a measly 2% engagement rate, a solid 6% of people snap a picture of their fortune and spread it across social channels. And when it comes to QR code scans, 78 out of 100 come from fortune cookie ads, with billboards limping in at just 22.
Keys to Success: Crafting the Perfect Fortune
But don’t get it twisted. Not every fortune cookie ad performance is created equal. To make a major impact, you need to nail the creative.
This means being witty, thoughtful, and thinking outside the box. Just like these guys.
Purple
Purple, the provider of DTC mattresses and pillows, took a clever approach by adding “in bed” to the end of every fortune. Simple, cheeky, and it got them 46.2 million social impressions with 85% brand recall. 17% said they were more likely to recommend them, this goes to show how a simple slip of paper can leave a lasting impression.
America's Cardroom
To create buzz around new tournaments and prizes, America’s Cardroom took a bet on fortune cookies and won big (see what we did there). They targeted the 21+ crowd and saw 156k in social engagement sharing the fun which drove 3.1 million-plus in website visits. Talk about hitting the jackpot.
Capital One
Timing is everything, and Capital One sought to reach consumers at the exact time of payment to drive awareness for their Savor Card which was offering 4% cash back on dining and entertainment. Not a bad deal. With 10,000,000 cookies distributed (phew), they saw search results for “Savor Card” jump 35% and gained over 20 million in social impressions.
Veefriends
VeeFriends set out to boost brand awareness in a big way, distributing 5 million fortune cookies across the country. Each cookie featured one of over 20 unique VeeFriends characters, along with QR codes leading diners to each character's dedicated URL. The campaign achieved impressive results: 68% unaided recall, 29% kept the fortune as a collectible, and a staggering 122.5 million social impressions.
This strategic placement not only drove mass awareness but also created a memorable, interactive experience that resonated well beyond the dinner table.
"I invested in OpenFortune because it just made complete sense to me. I believe in the idea and believe in the co-founders' ability to execute – that made me go all in."
Gary Vaynerchuk
CEO of Vayner Media
Crack Open the Secret to Viral Marketing. Let’s Get People Talking.
Fortune cookie advertising—it’s weird, it’s wonderful, and it works. Whether you’re driving up search traffic, getting people to share your brand across social media, or just giving your audience a little something to smile about after their meal, fortune cookie ads deliver whether other OOH mediums don’t.
If you're ready to take your brand from “just there” to “everywhere,” it's time to get in touch with us. We’ll help you make your brand the best-kept secret no one can stop talking about.
