Dive Brief:

• Mondelez cookie brand Oreo unveiled DJ Mixer by Oreo, featuring three turntables where fans can make music with Oreo cookies instead of records, according to details shared with Marketing Dive.
• Oreo released a six-second video showing how the DJ Mixer by Oreo works, noting that more than 200 music combinations are possible. Consumers can purchase the DJ Mixer by Oreo at ShopOreo.com for $27.95.
• In addition, Oreo teased on Twitter a forthcoming tie-up with HBO's "Game of Thrones," which returns on April 14 for its final season. Details of the campaign were not released, but Oreo says this is "certainly" its biggest collaboration of the year, and potentially biggest ever, The Drum reported.

Dive Insight:

The DJ Mixer by Oreo follows other quirky music-focused products by the cookie brand, aimed at driving brand buzz on social media and providing unique, memorable experiences to consumers. Selling the turntable online points to how Oreo hopes to strengthen its e-commerce business amid consumers' growing interest in online grocery shopping. Its parent company Mondelez recently tapped marketing agency Scrum50 as its e-commerce agency of record, an agency that's worked on past Oreo campaigns.

Cookie-powered turntables are becoming a repeat marketing stunt for Oreo. The brand debuted a miniature turntable around the holidays that played pre-recorded songs. Users could also record a custom message on the music box. The turntables were sold on Amazon but quickly ran out. Oreo also recently teamed up with musician Wiz Khalifa on a new campaign, "Stay Playful," and original song, which was released via the Oreo x Wiz Khalifa Limited-Edition Music Box. Oreo gave away a limited number of the music boxes during the Grammy Awards this month, to which fans could enter to win one online.

Oreo is not alone in releasing limited-edition gimmicky branded items that incorporate an e-commerce element. The strategy seems to be especially popular with fast food and packaged foods brands, including KFC, Pepsi, Froot Loops and more. The items often sell out within hours or minutes, attract media attention and drive consumer interest online. The campaigns also allow brands to gather information about their most loyal fans that they can use to create and deliver personalized messaging. Younger demographics, which tend to show more interest in online food shopping, also appreciate exclusive opportunities to interact with their favorite brands.

Cookies are coming. pic.twitter.com/aTPjU4l4gS

— Oreo Cookie (@Oreo) February 23, 2019

The forthcoming "Game of Thrones" activation combines two beloved brands and is timed around the return of the HBO juggernaut when buzz for the show's final season is about to reach a fever pitch. The collaboration comes after Bud Light's surprise tie-up with "Game of Thrones" in its well-received Super Bowl commercial this year — one of the night's few memorable spots.