Mondelez is launching its ‘Mystery Oreo’ into the market with a digital and social campaign underpinned by the company’s first-ever integration with Amazon Alexa.
The Mystery Oreo initiative aims to build hype around the cookie brand by getting consumers to guess the flavor of its latest iteration.
Fronted by Stranger Things’ Gaten Matarazzo and supported by a host of other social celebrities and influencers, the initiative is challenging tasters to submit their flavor guesses to a dedicated microsite and share their culinary calculations with followers for a chance to win a cash prize.
With the new Alexa integration, consumers will be also able to ask their disembodied device for flavor clues.
The campaign integration is part of a wider brand and e-commerce deal inked with Amazon’s voice marketing division. Customers will now be able to ask “Alexa, what’s new with Oreo?” to hear the latest news about the brand, including new flavor launches and product innovations.
A spokesperson for the brand confirmed users will additionally be able to order Oreos directly from Amazon through the voice interface.
After they ask the first branded command, and finish listening to the latest updates, Alexa will ask the customer if they would like to place an order. Once they say “Alexa, order [insert product name] Oreo,” they will receive a push notification and the product will be added to their Amazon cart.
If they are ready to purchase, there and then the user can say “checkout Oreos”.
A spokesperson from Mondelez described the branded element of the integration – the company news and updates – as a “playful direct line”. The tone will align with Oreos’ brand purpose, which its senior brand director previously characterized as a belief in “the power of playful spirit to bring people together”.
“It’s about elevating Oreo from being about a cookie that you play with to a brand that you engage with, one that’s interesting and playful in itself,” he said back in February. “We absolutely believe that cultural resonance is more important than ever before and is the center point around our marketing strategy plans on Oreo."