Oreo Tries Super Bowl Tweet Strategy at the Oscars

Cookie tries to extend its tweet streak

Headshot of Christopher Heine

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.

The tweets (see below) utilized the gif-like motion capabilities of TwitPic to infuse creative fun into tweets.

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).

@Chris_Heine Christopher Heine is a New York-based editor and writer.