Warc, 6 May 2014
SYDNEY: Mondelez, the snack foods giant, is launching its
Mobile Futures initiative in Australia as it seeks to boost innovation around
some of its biggest brands.
The mobile start-up accelerator programme, which has already
been rolled out in the US and Brazil, aims to "ignite the company's
consumer connections by collaborating with some of the brightest and most
innovative minds in the mobile space".
Five of its brands, including Cadbury Dairy Milk, Marvellous
Creations, Cadbury Favourites, Philadelphia cream cheese and belVita breakfast
biscuits, will partner with five start-ups for a 90-day program to speed up and
scale existing mobile ideas, AdNews reported.
"Around half of Australian consumers' online activity
occurs via mobile or tablet devices," noted Bonin Bough, vice president of
global media and consumer engagement at Mondelez International, "but
there's a big gap between that mobile usage and where companies are investing
their ad budgets."
Mondelez has previously indicated its intention to dedicate
10% of its global marketing budget to mobile with a view to becoming one of the
world's top mobile marketers. Mobile Futures forms one strategic pillar in this
approach, with a second being a "partnership track", represented by
alliances such as those forged with the likes of Facebook and Google.
Last year Bough told the Mobile Media Upfront in New York
that "the best way to predict the future is to be part of its
invention", as he unveiled plans to introduce incubators to international
markets.
The move into Australia comes shortly after one of its
leading brands, Cadbury Dairy Milk, launched a major campaign there, with
around 20% of the campaign budget devoted to digital. "It's the biggest
social and most integrated campaign we've done in Australia," said Cadbury
head of marketing Steve Chantry. "The [potential] social virality is
immense."
It is hoping to start a debate among Australian consumers on
social media about their favourite flavours while encouraging them to try
something different. "Flavour is at the heart of Cadbury Dairy Milk … but
we've never talked about flavour as a concept before," said Chantry.
Data sourced from AdNews; additional content by Warc staff
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