Scan, Watch, Buy: How Mondelez Turned CTV into a Snackable Checkout

Mondelez International gave its Nabisco brand a digital touchdown during the 2024 football season with a CTV campaign that went beyond eyeballs—it drove straight to carts. Running from mid-August to mid-October, the campaign used QR codes embedded in connected TV ads to send viewers directly to Walmart.com, where the featured snacks were instantly added to their shopping carts. It was a seamless blend of media and commerce, aiming to boost awareness while streamlining the purchase journey, particularly for new customers.

The campaign was a tech trifecta: Kargo handled the creative and distribution across premium CTV environments like NBC Sports and Paramount; SmartCommerce powered the “Click2Cart” functionality; and Attain delivered real-time measurement. The ads promoted Nabisco’s NCAA sponsorship with the line “Elevate your snacking playbook” and incorporated high-impact formats—from in-pod ads to homepage takeovers—making the media mix as layered as a well-stacked s’more.

And the results? Let’s just say Mondelez got more than crumbs. The campaign achieved conversions 10x higher than standard CTV benchmarks and brought in a 12% increase in new buyers. As Kargo’s VP of Marketing put it, this wasn’t just about building brand buzz—it was about turning screens into storefronts. If CTV was once a branding-only playground, Mondelez just showed it’s ready for full-funnel action.

Read more at Path to Purchase Institute.