Warc, 6 June 2014
NEW YORK: Mondelez International, the global snacks company,
is moving beyond the "planned spontaneity" characterising most
real-time marketing by making online video a key part of its strategy in the
digital space.
Laura Henderson, the firm's associate director/media and
communications, discussed this subject while speaking at OMMA Mobile, a
conference organised during Internet Week 2014.
As the parent of Oreo, the brand that effectively
kick-started the real-time marketing revolution with a tweet following the
blackout at the 2013 Super Bowl, Mondelez International knows real time can be
very powerful.
But rather than continue to simply set up a "war
room" for major events and chime in with simple tweets or images
surrounding topical news stories, the firm is seeking a replicable and
sustainable model for video.
"I think what's happened is every brand has a comment
on everything that happens," said Henderson. (For more, including creative
examples, read Warc's exclusive report: Mondelez International makes major play
on real-time video.)
"Nobody's really cracked real-time video. And I think
the notion of high- fidelity, high quality in response to what happens in the
news is a really interesting proposition."
The result was Blink Studios, a "first of its
kind" real-time ad unit allowing it to make and distribute video at a
rapid speed across multiple platforms.
It was based around a tie-up with Now This News, a start-up
media company delivering video content for services ranging from YouTube and
Facebook to Snapchat and Vine.
"You hear of a lot of brands building a newsroom in
their organisation. For us, the right approach was to find the right partner
and actually plug in to their newsroom."
"Now This News is a social media news network born in
the mobile age, really focused on how the news is changing, and how people are
changing how they consume information."
Several brands are at varying stages in leveraging the
combined resources of Blink Studios and NowThis News, a group that includes
Halls, belVita, Wheat Thins and Oreo.
Data sourced from Warc
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