Oreo’s ‘Press Play to Win’ campaign lets fans share online mixtapes with friends

The promotion also gives fans a chance to win a ticket to a U.K. music festival of their choice in 2022

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Oreo continues its “Stay Playful” campaign with a brand-new activation that celebrates the joy of sharing music.

Called Press Play to Win, the nostalgic promotion led by marketing agency Digitas U.K. integrates Oreo packaging with AI technology to bring the act of mixtape crafting into the digital world. Officially launched last August 9th in the U.K., Ireland, and the Nordics (Denmark, Sweden, Finland, and Norway), the campaign will run until the end of September in the Nordic markets and until the end of October in the U.K. and Ireland.

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With new Oreo packs bought in-store, consumers can use their smartphones to scan the Oreo logo on the packaging via the pressplaywithoreo.com website, giving them direct access to a digital experience that includes sharing online “mixtapes” with friends and the chance to win a ticket to a U.K. music festival of their choice in 2022, worth up to £2000 ($2800).

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Other instant-win prizes include headphones, speakers, and a custom Oreo “mixtape” pack whose packaging looks like an old-school cassette tape and contains two Oreo cookies. The special-edition pack includes a unique Spotify code that will take the recipient to the sender’s playlist, as well as space for personalized messages, stickers, and images.

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The promotion includes the entire Oreo range, including the popular 154g price-marked pack and some limited-edition packs that show the iconic Oreo biscuit in different musical situations.

“We are so happy to bring the ‘Press Play to Win’ activation to life across the U.K. and the Nordics,” Rafael Espesani, senior brand manager for Oreo U.K. and Ireland at Mondelez International, said in a statement. “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.”

Meanwhile, Lazaros Nikiforidis, executive creative director at Digitas U.K., said: “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.”

Sources: Adweek, Asian Trader, Little Black Book