Hasta La Creative!

To launch a double-chocolate Oreo flavor in China, Mondelez tapped two popular singers to ham it up in a live stream. One star, Da Zhangwei, had cookies shoved into his mouth while he sang Oreo’s ingredient list to the tune of a love song. Fans were asked whether the other singer, Xue Zhiqian, should eat an Oreo smothered with fermented bean curd and wasabi. They voted no; he did it anyway.

The blend of celebrity and goofy antics hit the sweet spot: The show got 4.5 million unique live views when it aired early this month on four Alibaba platforms, according to Dentsu’s Carat, which was behind the campaign.

Live streaming has exploded in China in the past year; in 2015, it was a $1.8 billion industry, according to Huachuang Securities, which predicted it could expand to $15.9 billion by 2020. And more advertisers are trying it, including P&G, Adidas and Sony. Marketers’ efforts range from straightforward (store tours, product demonstrations) to bizarre, elaborate pieces of performance art. Condom brand Durex promised a live show with 50 couples in bed; they performed calisthenics and snacked on bananas, but there was no actual hanky panky, which annoyed viewers.

Continue reading at AdAge.com