We made TV behave like social media. We threw out the rules. We created instant, branded cultural reactions that united Canadians. If you could not share the moment with others, you could share it with Mondelez.

For example after Patrick Chan men’s figure skating program, Mondelez’s Pride & Joy mascot asked all of Canada to start rooting for the win. Immediately after the medal ceremony, Pride & Joy were back out waving the flag, for Cadbury Dairy Milk.

In total, we created 60 pieces of TV that celebrated Canada’s Olympic success and started conversation, each time immediately after the event and before any other commercial messaging.

And social media helped connect everyone to the moment, through 300 instantly customized brand tweets and images, also through instant event notifications and medal celebrations on our branded app.

Over the 17-day event, 400 pieces of content celebrated Canada’s success at the games and reached over 70% of the country.

Brand awareness TRIPLED for the established brands of Oreo, Ritz, Dentyne and Cadbury.

And most importantly, sales for the four beat their goals by 30%.

Mondelez allowed us to move away from traditional industry accepted on-air exposure to heighten the impact of the real time content. It was a simple, fun, memorable campaign executed smartly with a message that our audience loved to embrace.

- Chris Irwin, Executive Producer, CBC