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Issue Date: Vol. 53, No. 5, May 2013, Posted On: 4/22/2013


Mondelez Mobile Pilots Are Under Way


Emily Jed
Emily@vendingtimes.net
TAGS: vending, Mondelez International Inc., Mondelez Mobile, SoLoMo technology, consumer experience, Stride gum, Waze, Chips Ahoy, Oreo, Nabisco, Wheat Thins, Ritz, Trident, Roximity's belVita Breakfast Biscuits

DEERFIELD, IL -- Mondelez International Inc. has launched seven new mobile pilots for some of its leading gum, candy and cookies brands in 90 days, and plans to kick off two more in the next month. In the first phase of its Mobile Futures program, Mondelez paired nine startup tech companies with its brand teams to accelerate and scale existing mobile innovations. Launching a pilot within 90 days was the objective for all teams.

The pilots use mobile-at-retail, social TV and SoLoMo (social/location/mobile) technology to enhance consumer experiences and drive impulse purchases.

Stride gum and crowd-sourced traffic and navigation app Waze were the first to launch a pilot in February, bringing users coupons for Stride gum at nearby retailers while on the go.

Chips Ahoy! and Shelby.tv launched chipsahoy.tv, which allowed college students to see March Madness through the eyes of Chips Ahoy! Mondelez's Nabisco's Wheat Thins, Ritz, Chips Ahoy! and Oreo brands partnered with Endorse, an iOS and Android application that brings consumers a daily flow of offers of cash back on their favorite products.

Trident gum is leveraging Roximity's place-based proximity-notification technology and database to drive impulse purchases of Trident. When consumers approach certain stores, they receive a notification of a Trident offer through SMS or an alert from a mobile application.

Oreo is working with Banjo, a SoLoMo app that curates social feeds based on location to create streams of real-time, social content at events. Sour Patch Kids and Kiip, a mobile network that enables brands to reward in-app achievements, are bringing rewards to consumers in places unique to the brands.

BelVita Breakfast Biscuits, which recently rolled out in vending, partnered with inMarket for its pilot. Through its CheckPoints mobile application, inMarket will allow belVita to incentivize shoppers to find and interact with the product, and learn whether the interactions ultimately drive to a sale.

During phase two of the Mobile Futures program, the brand teams and their startup partners will work together again to brainstorm on broader business challenges. Mondelez will then select the best ideas for incubation by the teams, with the hope of securing seed funding from angel investors and venture capitalists after 90 days.


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