Oreo’s (@Oreo) new Oreo Chocolate Candy bars had just hit shelves, and Oreo was looking for ways to increase the world’s appetite for its launch. Enter the IMDb Oscar party live stream. In order to reach millions of hungry viewers and reach a new audience for #OreoChocolateCandy, Oreo sponsored Twitter's IMDb Live Viewing Party.
Twitter worked with Oreo Chocolate Candy Bar to create a campaign that would run before, during, and after the IMDb Oscars live stream. This marked the first time a brand used In-Stream Video Ads to promote their brand. Oreo also dialed up its cultural relevance and added to conversations around the Oscars by creating Moments, capturing highlights from the live-streamed party.
Before the party started, Oreo promoted a 30-second teaser video inviting viewers to the live viewing party and introducing them to its #OreoChocolateCandy. During the Oscars, Oreo promoted the live stream to a targeted audience to bring new audiences to the show. With a non-skippable pre-roll ad running before the live stream, Oreo raised awareness for #OreoChocolateCandy.