03/11/2013 01:49 pm ET Updated May 11, 2013

SXSW SHINGERVIEW: Bonin Bough, Vice President of Global Media and Consumer Engagement at Mondelēz International

There are few people who can turn marketing into rock stardom. Bonin is one of them. He has you talking about his products before you even realize you're consuming them.

In fact, Oreo has quickly emerged as the hot brand here in Austin -- a place so overrun with marketing ploys it's almost impossible to stand out. But just like the Super Bowl, Oreo has been quick to the top. And that works for me. Though it wouldn't be bad if milk were a sponsor too.