Airship

Oreo launches mixtape-focused Play to Win campaign

David Murphy

Cookie brand Oreo has launched its latest activation for the brand’s ‘Stay Playful’ proposition. The ‘Press Play to Win’ campaign uses connected packaging as the medium for an interactive experience focused on music and nostalgia.

With every Oreo pack bought in-store, consumers can scan the Oreo logo on pack to take them through to a digital experience that includes sharing online ‘mixtapes’ with friends, as well as the chance to win a range of prizes. These include an Oreo cookie-filled replica cassette player, headphones, speakers and a “festival experience” worth up to £2,000. The campaign is inspired by the idea that letting go to music is the ultimate expression of universal playfulness, and that there is no greater expression of playful music sharing than the crafting and sharing of a mixtape.

The creative idea came from Digitas’ creative department, and the website was built by Digitas’ technology arm. The campaign is live now in the UK, Ireland until the end of October, and in Denmark, Sweden, Finland and Norway until end of September.

“Pressing play on a mixtape has been part of culture for as long as we can all remember, and bringing that bang up to date in a playful way that is relevant for consumers – and, of course, Oreo – is just great,” said Rafael Espesani, Senior Brand Manager, OreoUK & Ireland at Mondelez International.