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Creative

OREO Taps Into Millennial Mixtape Nostalgia Using Connected Packaging Experience Integrated with AI

Digitas UK uses the joy of sharing music in 'Press Play to Win' activation

OREO Taps Into Millennial Mixtape Nostalgia Using Connected Packaging Experience Integrated with AI

OREO, the cookie that sparks playful connections, is launching their latest activation for the brand’s ‘Stay Playful’ proposition. Led by Digitas UK, ‘Press Play to Win’ uses a connected packaging experience integrated with digital and AI activations. 

The work will break on 9th August in the UK, Ireland and the Nordics – Denmark, Sweden, Finland and Norway. The activation runs to the end of September in the Nordic markets, whilst media activity in the UK and Ireland is live until the end of October.

With every OREO pack bought in-store, consumers are able to use AI technology to scan the OREO logo on pack - giving them direct access to a digital experience that includes sharing online ‘mixtapes’ with friends, and the chance to win an OREO cookie-filled replica cassette player or music prizes including headphones, speakers and a festival experience worth up to £2000.

The aim of this activation is to play on the nostalgia surrounding mixtapes for millennials, and bring some playful, tasty yet analogue fun to music sharing in the digital world. 

The work is inspired by the idea that letting go to music is the ultimate expression of universal playfulness. And there is no greater expression of playful music sharing than the crafting of a mixtape: from the hand-picked songs to the dedications and the stickers, the process of making a mixtape and sharing it with a loved one is personal and fun. 

The creative idea came from Digitas’ creative department, and the website was built by Digitas’ technology arm. 

Lazaros Nikiforidis, executive creative director at Digitas comments: “We’ve created a connected experience that spans the physical and the digital, tapping into millennial nostalgia with seamless technology and an engaging experience. There is no greater expression of playful music sharing than the crafting of a mixtape: from the hand-picked songs to the dedications and the stickers, the process of making a mixtape and sharing it with a loved one is personal for millennials. We’re true believers that experience-led executions like this can drive engagement and emotional attachment, allowing us to reach audiences in exciting new ways.”

Rafael Espesani, senior brand manager, OREO UK & Ireland at Mondelez International, comments: “We are so happy to bring the ‘Press Play to Win’ activation to life across the UK and the Nordics. 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.” 

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CREATIVE

ECD: Lazaros Nikiforidis

Creative team: Dani Brown, Alex Wood, Mimi Chan, Ruhdraigh McGarth

Strategy Partner: James Whatley

Business Director: Alex Stewart

Business Director: Jackie Bee

Account Manager: Lou Fox

Account Executive: Nat Conway

Project Manager: Ian Kaye

TECH

Chetan Jain: Project Director

Febin Philipose: Delivery Manager

Nikhil Roy: Senior Associate - Project Manager

Avinash Gond: Graduate - Delivery Manager

Faizaan Shaikh: Associate Technical Director

Gajendra Singh: Associate Director - Interface Developer

Pravin Vaichal: Lead - Interface Developer

Aslam Shikalgar: Senior Associate - Interface Developer

Arati Adelkar: Associate - Interface Developer

Joshul Sharma: Lead - Application Developer

Shivanand Satose: Lead - Technical Quality Assurance

Priyank Soni: Lead - Quality Assurance

Mehul Mehta: Lead - Quality Assurance

Nandan Aurangabadkar: Director - Data Analyst

Shreyansh Jain: Lead - Data Analyst

Vidhya Sanas: Senior Associate - Data Analyst

Lorian Madanes: Lead Business Analyst

Edward McDonald: Lead Test Engineer

Steve Townsend: Lead Cloud Engineer

Stephen Harris: Lead Cloud Engineer

Richard Underwood: Data & Security Director

Francis Wilkinson: Architecture Director

Lloyd Tuckey: Head of Technology

Category: Food , Sweet

Genre: People