Giant Food, Washington Capitals Team Up on Ovi’ O’s Cereal and Accompanying Snapchat Game

Part of the proceeds will go to the Children's Cancer Foundation

Once the lens is unlocked, pointing it at the cereal box will fire up the game Giant Foods/Washington Capitals/Snapchat
Headshot of David Cohen

Regional grocery chain Giant Food, official grocery sponsor of the National Hockey League’s Washington Capitals, teamed up with Capitals superstar and captain Alex Ovechkin on limited-edition cereal Ovi’ O’s.

The cereal hit shelves on Ovechkin’s birthday, Sept. 17, and it will only be available while supplies last.

Ovi’ O’s can be found in all 163 Giant Food stores in Washington, D.C.; Maryland; Virginia; and Delaware, and a 12.25-ounce box costs $2.69, with a portion of the proceeds from its sale going to the Maryland-based Children’s Cancer Foundation.

The nonprofit funds locally based researchers, programs and facilities.

The Capitals also teamed up with augmented reality and virtual reality experience provider Balti Virtual on Ovi O’s Slapshot, an AR game for Snapchat created using the messaging application’s Lens Studio.

Fans can access the game by scanning the Snapcode from the Ovi’ O’s cereal box or here to unlock the lens for 48 hours. This can be done repeatedly.

Giant Foods/Washington Capitals/Snapchat

Once the lens is unlocked, pointing it at the cereal box will fire up the game. Fans who aren’t able to get their hands on a box of Ovi’ O’s can download the cover artwork here to access Ovi O’s Slapshot.

To play the game, fans must hold their phones at least one foot away from the box, and then touch and drag their fingers back to set up for the shot. They can shoot high or low, depending on the location of the target in the net. Swiping forward launches the Ovi O’s at the targets, and Ovechkin’s voice will chime in with comments like, “sick shot,” “nice try” and “play again.”

Videos and screenshots featuring fans’ high scores can be tweeted by tagging @GiantFood and including the #OviOs hashtag.

Ovechkin said in a release, “I love cereal, and it’s a huge honor to work with Giant to make Ovi O’s and help the Children’s Cancer Foundation support kids and families in the D.C. community.”

Giant Food interim president Ira Kress added, “Giant Food has been a sponsor of the Washington Capitals for over three years and, like all fans, we have enjoyed the spirit and energy Alex brings to the game and our local community. Teaming together for such a fun and healthy product is a win-win for us all. We are proud to offer a delicious breakfast cereal that will also help fund the important work of the Children’s Cancer Foundation.” David Cohen is editor of Adweek's Social Pro Daily.
Publish date: September 19, 2019 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT