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Overview:

Mondelēz International has launched a new mobile marketing initiative called Mobile Futures which aims to ignite the company’s consumer connections by collaborating with startup entrepreneurs.

Selected startups will work with five brands including – Cadbury Dairy Milk, Marvellous Creations, Cadbury Favourites, Philadelphia cream cheese and belVita breakfast biscuits – to accelerate and scale existing mobile innovations in just 90 days.

Red Agency developed a media relations campaign to launch Mobile Futures Australia and drive digital engagement. We needed to position Mondelēz International as a leader in mobile marketing and drive interest in the program amongst Australia’s start up community and across various digital platforms.

 

Execution:

We organised a series of interviews and media events for the Mobile Futures founder Bonin Bough who came out from the US to launch the program. Bonin discussed the significance of Mobile Futures and the importance of the initiative for Mondelēz International for both marketing efforts and the internal cultural transformation.

We also developed a media release to target the broad range of media including IT, HR, food trade, business and SMB / startup.

Our key targets for media relations were online news, to secure short-lead, digital coverage and to help drive the online application process.  We also facilitated the creation of a series of videos, to be embedded within online publications and to create lasting online content for the campaign.

We engaged with partners that worked directly within the startup community, such as Pollenizer, to host events for entrepreneurs to meet with Mondelēz staff and learn more about the Mobile Futures program.

 

Outcomes:

With the third stage of the campaign having just ended, Red Agency has achieved over 55 articles, all of which include key messages on the Mobile Futures initiative. A number of articles are in Tier 1 publications for Mondeléz International including two covers of AdNews!