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Cookie brand Oreo is running an on-pack promotion that links in to digital and AI activations.

The work by Digitas UK taps into mixtape nostalgia and the joy of sharing music. Running in the UK, Ireland and the Nordics, consumers can use AI technology to scan the Oreo logo on packs, giving them access to a digital experience that includes sharing online ‘mixtapes’ with friends and the chance to win prizes.

The campaign was created by Lazaros Nikiforidis, Dani Brown, Alex Wood, Mimi Chan and Rudhraigh McGrath, and the dedicated website was built by Digitas’ technology arm.