Hey, it worked during the Super Bowl, so Oreo did its best to make Sunday night's Oscars part of a real-time Twitter marketing hot streak. The cookie brand put out four thematic tweets—dubbed #OREOmotionpics—during the three-and-a-half-hour ABC broadcast.
Oreo's initial Twitter message pointed to Wreck-It-Ralph—an Oscar-nominated children's film this year—when the movie had its moment during the telecast. The second piece was more planned, while making a play on a James Bond tribute during the ceremony that was announced last month.
A third tweet later appeared, playfully referencing an episode of The Walking Dead, an AMC show competing with the Oscars on Sunday night. Lastly, one minute after Argo won Best Picture, Oreo tweeted a message that hinted at parts of the suspense thriller's plot.
Meanwhile, a savvy marketer created a #OscarsRTM hashtag (RTM for real-time marketing). And Oscar Meyer cleverly jumped on the term with a Promoted Tweet buy (tweet also available below).
We're trending! Must be a lot of sandwich makin' goin' on right now.— Oscar Mayer (@oscarmayer) February 25, 2013