Whether you’re a fan of cookies or not, Oreo is a name everyone has heard of. They’ve been around for over a century and still know how to keep things fresh.
Did you know? Oreo has been the world’s best-selling cookie for multiple decades!
One key reason for their success is their unique marketing campaigns. But it doesn’t just stop at clever ads!
Oreo loves bringing tech into the mix to make things even more interactive. One of their latest moves? Using QR Codes on their packaging.
Let’s analyze how Oreo QR Code campaigns are taking customer experiences to a whole new level.
A. QR Codes: The secret ingredient in Oreo’s marketing recipe
A QR (Quick Response) code is a 2D barcode that allows data ranging from text to multimedia to be encoded in the pattern. There are often two types of these codes.
Static QR Codes: As the name goes, static QR Codes cannot be modified once they are created. Data is static and cannot be updated after the code has been created.
Dynamic QR Codes: These are flexible and editable. You can change the content they link to, even after the QR Code has been created, without altering the actual pattern of the code.
More importantly, they enable tracking of valuable data, including the number of scans, location, device used, the time of scan, and demographic details.
Most marketing campaigns, including Oreo QR Code campaigns, employ dynamic QR Codes. This is mainly because dynamic codes give brands and professionals full control, allowing them to pause, update, or adjust their campaigns whenever desired.
B. Why do Oreo QR Code campaigns work so well?
Oreo primarily uses QR Codes for promotional purposes rather than operational ones. Oreo QR Codes are placed on their packaging to offer much more than just a cookie.
For example, when you scan the Oreo QR Code on the packaging, you might unlock a cashback, a fun game, or access to limited-edition products. The goal is always to enhance the customer experience with interactive and personalized elements.
In every case, an interactive element must make the customer experience richer and more personal.
1. Great value to users
The key to getting customers to scan a QR Code is making it worth their while, and Oreo nails this. They keep it exciting by offering something new every time.
And as we’ll see in the campaigns below, they put real effort behind each one, making it a truly engaging experience for users.
Scanova Insight: Our latest findings rank the CPG industry second in the highest adoption of QR Codes.
2. Perfect placement and size
Placement is key. Oreo ensures their QR Codes are placed and dimensioned just right, noticeable but not overwhelming.
For instance, a QR Code that is too small may be easily missed, while a QR Code that is too large may draw too much attention from the packaging design.
The company avoids both extremes while ensuring it is left at the front of the packaging so it is not missed.
3. Well-designed QR Codes
Oreo keeps its QR Codes simple but never boring. They add color, play with patterns, and sometimes even include a logo to keep it on-brand.
Pro Tip: Adding a logo can give your QR Codes a branded touch, perfect for digital or printed campaigns!
4. Clear Call-to-Action (CTA)
Oreo doesn’t just leave it up to the customer to figure out the QR Code. They always add a little prompt, like “Scan to Unlock a Surprise!.”
This way, people know exactly what they’ll get out of scanning, which makes them much more likely to try it out.
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C. Successful Oreo QR Code campaigns to learn from
1. Most OREO OREO
This limited-edition cookie was rolled out in January 2023. This was the most stuffing Oreo could fit; that is, cookies-and-cream filling made with Oreo crumbs.
Adding icing on the cake, Oreo put a QR Code on the packaging with the call-to-action, “Scan to dunk into the Oreoverse.”
The Oreoverse, a metaverse experience, offered customers interactive games and a chance to win $50,000. Accessible via phone, computer, or VR device, this campaign became a huge hit, with many YouTube videos covering it.
Highlight: The QR code made it easy for people to enter the Oreoverse with just a scan.
2. Oreo x BLACKPINK collaboration
Oreo worked together with BLACKPINK, a South Korean girl group, back in January 2023. In seven East Asian countries, they introduced limited-edition cookies. BLACKPINK also promoted the campaign by creating a short anthem for Oreo.
The cookies were in black and pink colors and had attached a QR Code. With this Blackpink Oreo QR Code, the fans (Blinks) could scan and sign up and could win the following :
- BLACKPINK x Oreo wallpapers
- Personalized video messages from BLACKPINK members for eight total videos.
This effort became extremely popular, with an increase of 29.7% in sales at an all-time high for the cookie brand. It enjoyed maximum popularity among Gen Z fans, who are digitally savvy and form the largest population of BLACKPINK’s fans.
Highlight: The QR code helped connect fans to BLACKPINK, making this campaign a huge success.
3. Oreo Space Dunk Cookies
Oreo Space Dunk QR Code cookies were launched in the United States on January 23, 2024. The cookies had a blue-and-pink “cosmic cream” filling and a rocket-shaped engraving instead of the classic Oreo design.
The package included a QR Code where customers could submit a form to have a chance to dunk an Oreo in space.
This promotion was in partnership with Space Perspective. They provided a six-hour journey to the edge of space aboard the Spaceship Neptune, where Wi-Fi and a gourmet meal came with it.
Highlight: The QR Code made it easy for customers to enter this once-in-a-lifetime sweepstakes.
4. Oreocodes
This promotion converted milk cartons into promo-only Oreo deals. There was a QR Code that customers could scan on the website through the barcodes on milk cartons.
The consumers were sent directly to Oreo’s special offers at huge U.S. retailers such as Albertsons and Safeway. As you can see in the image, the interface was designed to be simple, ensuring anyone could easily redeem the offers.
This smart approach turned milk cartons into a source for driving Oreo purchases nationwide.
Highlight: The QR Code on the website allowed even desktop users to use the barcode scanner and redeem offers easily.
5. SayItWithOreo
For this campaign, Oreo has collaborated with Farhan Akhtar, an Indian actor and filmmaker. A QR Code on the packaging led customers to the microsite at www.sayitwithoreo.in.
Here, they could write any question to which they wanted to receive a witty reply in the voice of Farhan Akhtar. The voice was generated via AI voice cloning.
Highlight: This campaign utilized QR Codes and the use of AI voice technology to provide a fun and unique experience.
6. Oreo’s 110th birthday
Image Source: klfoodie.com
For Oreo’s 110th birthday, the company unveiled a limited-edition “chocolate confetti cake” flavor with new packaging. The packaging contained a QR Code that took customers to challenges.
These challenges enabled customers to win prizes or be registered for a wish-fulfillment sweepstakes.
Highlight: The QR Code added an interactive layer to the birthday activity, making it more engaging for customers.
7. A gift from Dhoni
From February to May 2024, Oreo India launched a special campaign for cricket fans in India. A QR Code on the packaging redirected customers to www.oreocricket.com.
There, they had a chance to win:
- Assured cashback.
- Cricket match tickets.
- MS Dhoni-signed cricket kits.
Each Oreo packet had a unique code required to unlock the prizes and eliminate direct entries. This lifted the sales significantly.
Highlight: The QR Code drove traffic to the website while increasing sales through the unique code system. The QR Codes provided quick and direct access to the platform.
8. Coca-Cola x Oreo
Oreo and Coca-Cola launched a “Besties” campaign celebrating their friendship. QR Codes on the packaging directed customers to www.bestiemode.com.
On the site, customers could answer a few questions to create a personalized Spotify playlist and share it with their bestie.
Highlight: The QR Code turned this partnership into a fun and shareable experience for friends.
9. Batman x Oreo
To promote The Batman movie in March 2022, Oreo launched limited-edition cookies with Batman’s face engraved on them.
The packaging had a QR Code that let customers win prizes. This Batman Oreo QR Code linked to rewards like Batman merchandise, movie tickets, or even a VIP visit to Gotham City at Warner Bros World.
Highlight: This campaign appealed to both Batman fans and the general audience, creating excitement for the movie.
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D. How QR Codes benefit Oreo’s marketing strategy
1. Instant access
QR Codes make accessing digital experiences a matter of seconds. A quick scan is all it takes, no searching or navigating is required. This simplicity enhances user experience and increases engagement.
2. Bringing packaging to life
QR Codes turn Oreo packaging into interactive tools. They’re not just wrappers but gateways to exclusive offers, fun games, and memorable experiences, adding excitement to the customer journey.
3. Data collection and personalization
By scanning QR Codes and filling out simple forms, Oreo gathers customer insights. This allows them to craft campaigns that feel personal and engaging, building stronger connections with their audience.
4. Staying on trend
Oreo stays ahead by leveraging the latest technologies. From virtual reality to AI, QR Codes help the brand create campaigns that resonate with modern, tech-savvy customers.
5. Buzz and viral moments
Oreo’s ability to stay on trend often makes it a social media sensation. QR Code campaigns create buzz by encouraging people to share their experiences.
It tops the trending charts with unique hashtags like #OREOxBLACKPINK and #SayItWithOreo.
6. Dynamic collaborations
To keep things fresh, Oreo consistently partners with other brands and celebrities. These collaborations, powered by QR Codes, reinvent Oreo’s image and offer unique, memorable experiences.
E. How to create a unique QR Code Campaign like Oreo
Step 1: Define your campaign goals
Before you start your QR Code campaign, think about what you want to achieve. Is it more sales? More social media engagement? Or maybe driving traffic to your website?
Knowing your goal will help guide the rest of your choices, like which type of QR Code to use and how to use it.
Step 2: Choose the right QR Code generator
Next, you need a reliable QR Code generator. A tool like Scanova gives you a lot of options, which is perfect if you want to try different campaigns, like Oreo does.
It’s also important to make sure the generator you choose keeps customer data safe, so look for one that follows standards like SOC 2, ISO, and GDPR.
Step 3: Design your QR Code
Once you’ve got your generator, making the QR Code is super simple. Just follow these steps:
Using Scanova for a demo, here’s how to proceed:
1. Pick the right category: Open Scanova’s QR Code generator and select the category that matches your campaign, like linking to a website or social media.
2. Enter your content: Add the link or content you want to share in the content box and click ‘Continue.’
3. Pick QR Code type: Name your QR Code, then decide if you want a static or dynamic QR Code. Static ones stay the same, but dynamic ones let you change the link later.
4. Customize the design: Hit ‘Edit Design’ to change the color, pattern, and frame to match your brand. Just make sure the pattern stands out against the background so it’s easy to scan.
Note: With the free plan, you can only create static black-and-white codes. For dynamic codes or design customization, sign up for a free trial.
5. Download your QR Code: Once you’re happy with your design, hit ‘Download.’ A window will pop up asking for the size and format you want.
Tip: Use PNG for online images to keep them sharp. For printing or packaging, go with SVG or PDF to keep quality high at any size.
F. FAQs: Oreo QR Codes
1. How can I scan an Oreo QR Code?
Scanning an Oreo QR Code is simple. Open your smartphone’s camera, point it at the QR Code, and tap the link that pops up.
If this doesn’t work, open Google Lens, point it at the code, and scan it there.
2. Where can I find the Oreo QR Code?
Oreo often places QR Codes on the packaging of special or limited-edition cookies. The codes are usually on the front of the pack.
Sometimes, they also include instructions on the back to explain how to use the QR Code.
3. How have Oreo QR Code campaigns impacted sales?
Oreo QR Code campaigns are designed with specific goals in mind. For instance, the Blackpink x Oreo campaign aimed to boost brand awareness in East Asia. It succeeded, increasing sales by 28% in the region.
Final Thoughts
Looking at Oreo’s successful QR Code campaigns, one thing is clear; they know how to use QR Codes creatively!
Most of their QR Codes are placed on product packaging, and they experiment with different types while mixing in new technologies. This approach helps them stand out and keeps their campaigns exciting for customers.
Feeling inspired? Try creating your own QR Code campaign!
If you have any questions, feel free to ask in the comments below. We’re happy to help!