Oreo has launched a new digital campaign – The Playful Network – which celebrates “the amazing human connections consumers have made during lockdown”.
Taking inspiration from mobile and broadband suppliers and parodying their over-claims, The Playful Network promises to “supercharge your connectivity” thanks to a “cutting edge connection device” – an Oreo cookie.
A website features top tips and ideas to create better connections, encouraging consumers to take the time to have fun with loved ones. It also gives users the chance to win £1,000 worth of experience vouchers to enjoy with their nearest and dearest.
The campaign runs until late November on video-on-demand, YouTube, Twitter, Instagram, Facebook and digital display – with additional support from PR and media partnerships. To be eligible for a chance to win, shoppers are encouraged to use social media to show how they’re connecting with friends and family members in creative ways thanks to Oreo.
Aislinn Campbell, Senior Brand Manager at Mondelez, said: “There are so many heart-warming aspects to what has happened this year, and the way that retailers and their customers have reacted to the pandemic was in true British playful fashion. To help retailers drive their sales and keep this spirit alive in a fun way, we’re continuing the successful strategy from our Stay Home Stay Playful work in the spring while keeping it fresh and relevant at the same time.”