The Little Monsters in question are, of course, how Lady Gaga’s fans refer to themselves rather than the blue, furry, diabetic disaster-in-waiting from Sesame Street. 

The launch of anything new these days is cause for some sort of online activation to try and drive engagement for a brand – and so it follows that the creation of pink and green Oreos should have their own online scavenger hunt. Up for grabs was a packet of the lurid confections signed by Lady Gaga. 

To win, fans had to go to the Oreo Twitter account where a series of clues were rolled out every hour for five hours. They then had to work out the clue and go to the Twitter account it was pointing them towards, spot the Gaga-centric tweet on there, reply to it with two separate hashtags (#ChromaticaCookieHunt and #sweepstakes) and also tag the official Oreo Twitter account. Then they moved on to the next clue until they had cracked them all and tagged their tweets as instructed. That’s a lot of admin.

The whole campaign was “inspired by Chromatica” (Lady Gaga’s album that came out in May 2020) and there was an on-pack promotion to win a VIP tour package (whenever touring is allowed to happen again) and an Oreo-shaped Bluetooth speaker. 

There’s also a QR code on the Gaga-themed packs to let you perform a duet with the singer or send someone something called a “GAGAgram”. 

It all feels like a sugar-rush brainstorming idea after eating a platter of the cookies, with a lot of colours and even more things happening, none of it really making complete sense but if you hold on long enough it will eventually fade and calm will be restored. Basically, we are not quite sure what this is all supposed to be, but it’s noisy and maybe that’s the point.