During March Madness, Oreo turned every basketball referee into a shoppable moment [Video]

Winning The Drum Awards for Advertising’s Sports category was Oreo’s ‘Calls’ campaign by VML which achieved a 9.8% increase in direct sales. Here is the award-winning case study.

In the fiercely competitive advertising space of March Madness, brands typically invest heavily in high-profile partnerships, endorsements, and multi-million-dollar ads to capture massive viewership. Oreo faced the challenge of standing out in this crowded field without relying on these conventional methods. The objective was clear: to engage viewers in a memorable and interactive way, driving both brand engagement and sales.