For OREO, the brand that sparks playful connections, we created a connected packaging experience integrated with digital and AI activations that celebrates the joy of sharing music turning the packs into devices for crafting the perfect mixtape.
With every OREO pack bought in-store, consumers were 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 as well as physical mixtapes with printed Spotify codes, filled with lovely cookies and packaged in a cassette-player pack.
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.