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Startups chosen to spearhead Mondelēz mobile projects

mondelezMondelēz International has named the five startup companies who will help develop the mobile marketing innovations for some of the snack food giants biggest brands.

The appointments follow a competitive pitch which saw 60 applicants bid to partner with five Mondelēz brands as part of its Mobile Futures Australia Program.

Launched in May, the program aims to see technology entrepreneur startups collaborate with brands to build and accelerate their mobile presence.

The five selected companies, who were chosen from a shortlist of 13, now have 90 days to develop customised ideas for five brands.

Cadbury Dairy Milk will partner with Snaploader which uses image recognition to connect images with relevant content. Marvellous Creations has selected MyShout, a mobile app that allows users to ‘gift’ their friends with food and drink at bars, cafes and restaurants.

Philadelphia meanwhile will work with Issue to drive branded content via a bespoke magazine that has been described as “interactive and shoppable” while breakfast biscuit brand BelVita gave the nod to Proximiti which uses geo-analytics to create personalised consumer experiences.

The final pairing will see Cadbury’s Favourites work with SkiFii and WiFi and beacons to help venues better understand and engage with consumers via mobile.

Mondelēz International head of marketing services Anthony Ho said: “Mobile use is increasing and there’s a lot of innovation coming out of Australian startups to cater for these audiences.

“We want to be leaders in this space and use mobile innovation to connect with consumers and create new experiences with our brands.”

Ho said all 13 pitches were “of a really high quality”.

Bonin Bough, vice president of global media and consumer at Mondelēz International, said at the launch that 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,” he said. “Digitally savvy markets like Australia will play a lead role in our plan to invest 10 percent of our global marketing budget in clever and engaging mobile activations that span the entire consumer journey.

“Our goal is to become one of the top mobile marketers in the world, and Mobile Futures is one very exciting program that will help us get there.”

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