Oreo Created 'Mixtapes' to Unlock Millennial Nostalgia

“Creme you dig it?” “Oreo Ready to rock?!” “Punks who dunk.” “Dunkstep.”

These are a few of the cookie-themed playlists with nostalgic tracks—ranging back to the ’70s—offered through “Press Play to Win,” an A.I.-powered activation from Oreo and Digitas.

Use your phone to scan the brand’s logo on boxes in the U.K., Ireland and Nordic markets to access the tunes and create sharable “mixtapes.” You could win a cute cassette-player pack, cookies included (see above).

Aw, there’s even a little faux battery door in back. (None required, boomer.) Customers can also enter to win headphones, speakers and a festival trip.

“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,” says Digitas U.K. executive creative director Lazaros Nikiforidis. “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.”

Of late, connected packaging has become music to marketers’ ears. “Press Play” follows a recent AR initiative from Reese’s Puffs allowing users to create “Breakfast Beats” by positioning cereal on limited-edition boxes.

CREDITS

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
Nathan Parris – UI Designer
Tim Vukcevic – Senior Designer
Dan Bale- Senior Designer
Joe Martin – Junior Designer

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