Press Play With Oreo - Mixtapes

2021 was a music year for OREO. As part of our integrated activity PRESS PLAY with OREO, we created a connected packaging experience using AI technology that let users transform any OREO pack into a device for crafting and sharing the perfect mixtape. Tapping into millennial nostalgia we gave people access to dozens of fun, playful mixtapes and all the necessary tools to personalise, add dedications and fun stickers for the ultimate 90s look before sharing with loved ones on an OREO tape delivered inside a classic Walkman pack along with limited edition music embossed OREO cookies created for this. In a year that our millennial audience was craving physical experiences our phygital experience took them back to a time when music sharing was fun and intimate. The integrated campaign spanned digital, physical, in-store and experiential and delivered strong results in sales and brand affinity.