Oreo was looking to promote their limited-time contest in partnership with Lady Gaga. Oreo wanted to boost its consumer engagement and position the brand as innovative while developing brand loyalty with younger consumers.
Oreo utilized QR codes on the back of their packaging to deliver premium multimedia content. Customers had the chance to create and send an "OREOgram" voice message to their contacts. After sending the message, they were automatically entered to win a meet and greet with Lady Gaga.