Mondelez International has launched a new mobile marketing initiative, where five big Australian brands are paired with five start-ups to accelerate and scale existing mobile innovations in 90 days.
The five brands getting involved in ‘Mobile Futures Australia’ are; Cadbury Dairy Milk, Marvellous Creations, Cadbury Favourites, Philadelphia cream cheese and belVita breakfast biscuits.
The initiative was launched last year in the US and Brazil, and aims to ignite the company’s consumer connections by collaborating with some of the most innovative minds in the mobile space – start-up entrepreneurs.
The program is about understanding and embracing the startup entrepreneurial spirit. Start-ups will work one-on-one with the five brands to customise and accelerate their mobile platforms, and activate pilots within 90 days. Brands will start by spending one week working side-by-side with their start-ups and their headquarters, immersing the company’s marketers into start-up culture.
Bonin Bough, vice president of global media at Mondelēz International said “around half of Australian consumers’ online activity occurs via mobile or tablet devices, but there’s a big gap between that mobile usage and where companies are investing their ad budgets”.
“This program will further drive innovation within our own organisation and create a culture of ‘intrapreneurship’. Out of that new culture will emerge new, innovative ideas that will shape the future of mobile,” Bough said.