Case Study: Oreo achieves 52% engagement and massive Super Bowl buzz with Carnival.io

Oreo Won the 2012 Super Bowl With Perfectly Timed Messages

Oreo aimed to supercharge the impact of its 2012 Super Bowl advertising by engaging users of its OREO: Twist, Lick, Dunk mobile app in real time during the game. The challenge was to make the brand part of the live conversation and drive deeper in-app interaction tied to key game moments and TV spots.

Using Carnival, Oreo deployed creative, geo-targeted messages and polls synced with the game and its ads—inviting users to unlock football-shaped cookies and vote in a cookie vs. creme poll. The campaign delivered 565,000 impressions, a 52% engagement rate, a 3.75-minute average app session, and added 90,000 minutes of gameplay, successfully boosting engagement and conversation around the brand.

Oreo