Oreo is sponsoring advanced screenings of family movies in Vue cinemas across the UK at which it will sample its cookies.
To complement this activity it is running a mobile phone photo competition, including prizes such as a family holiday to Universal Studios in Florida.
Mobile activity is being handled by Publicis agency Phonevalley in partnership with sister media agency MediaVest.
Photos must be of the entrant's family or friends posing next to special Oreo displays which will be set up at Vue screenings of 'Harry Potter and the Half Blood Prince' and 'Ice Age 3' between June 26 and July 19.
Photos can be submitted either by text to a shortcode or via email if entrants own an iPhone or Blackberry.
Oreo is setting up a photo gallery at its website and will notify entrants if their picture is selected for display there. Consumers will be able to download and print their pictures from the site.
Alexandre Mars, Phonevalley chief executive and Publicis Groupe head of mobile, said: "This mobile campaign captures the Oreo brand's qualities in a fun, interactive and engaging way."
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