Mondelez International makes major play on real-time video
Stephen WhitesideWarc
For a strategy based around surprise and spontaneity, there is no little irony in the fact almost every conversation about real-time marketing inevitably leads back to Oreo's iconic tweet during the blackout at the 2013 Super Bowl.
Laura Henderson, associate director/media and communications at Mondelez International – the parent company of Oreo, and of other big brands including Cadbury, Chips Ahoy! and Ritz – informed delegates at OMMA Video, a conference held as part of Internet Week 2014, that this moment had indeed been "lightning in a...