Only genuine physical and creative consumer experience will inspire consumers of Oreo’s brand proposition of ‘Play with Oreo’ that would trigger immediate product purchase.

We were inspired by the first Oreo Vinyl concept in 2015, however the actual device was not scalable. The Oreo cookies had to be specially baked to fit onto a special music device to play music.

We took the inspiration to the next level by creating the Oreo Music Box, a device that could play music from every actual Oreo cookie, straight from the pack.

In fact, to drive more Oreo purchase, we made it fun that every different bite plays a different song.

Consumers could also customize their own Oreo packs by choosing their preferred themes and write their own message. Additionally, their chosen theme could come to life with mobile AR function, when they scan their packaging with the Tmall mobile APP.

Each special-edition Oreo Music Box has a different design theme (music, work, movie, travel) with illustrated graphic icons for each theme. Consumers could fill in their own colours and personal messages.

Inside each pack includes:

• 6 packs of Oreo cookies (various flavors)

• 1 unit of music box (battery-operated)

• 1 piece of Tmall cat logo figurine (as partnership with Alibaba Tmall)

Components of the Oreo music player:

o Plastic turntable built into hard cardboard housing

o Tone arm connected to the turntable

o Light sensored stylus joint with tone arm

o Built-in speaker on the housing

How does it work?

• 5 sensor points built underneath music player that detects objects. Each sensor point matches a song.

• Each Oreo cookie with different bite sizes plays a different song

• Music selection with each track 2-3min length.

o Oreo theme song

o Tmall theme song

o Specially composed tracks with various genres that match Chinese consumers’ preference

Other functions:

• Record own song and voice function on the music box.

• AR enabled upon scanning QR code on packaging with Taobao or Tmall mobile app. Once scanned, a 3D character comes to life dances to the music tune.

Results for 1-day campaign on 2017’s Tmall Superbrand Day:

1. All Oreo music boxes sold out in 13 hours.

2. Total RMB 1MM worth of sales generated within 1st hour after launch on Tmall flagship store.

3. Total flagship store sales on 2017’s Superbrand Day increased by 261% surpassed 2016’s Superbrand day.

4. Oreo brand buzz volume on Baidu increased by 54%. (compared to 2016 Superbrand Day campaign)

5. Oreo brand mentions on social platforms (WeChat & Weibo), increased by 1500% (compared to 2016 Superbrand Day campaign)

6. Total 1-day campaign impressions / views: 46,657,092 & campaign engagement: 564,171 (Oreo’s & Tmall’s WeChat & Weibo accounts, WeChat moments, news portals ie. Sohu, Tencent news, Today’s Headline, Zhihu)

Following the success of Oreo Music Box campaign in China, many international brands have tried to adopt this activation model with partnership with Tmall, but this had become something only Oreo could own.