Mondelez Launched 7 Mobile Pilots in 90 Days
Mondelez International, Inc. announces that its Mobile Futures program has put into market seven new mobile pilots in just 90 days and is looking to launch two additional ones in the next month. Mobile Futures paired nine start-up companies with power brand teams to accelerate and scale existing mobile innovations in this first phase of the initiative.
"The Mobile Futures program has been an extraordinary experience for all of us at Mondelez International. It has given us the opportunity to work with and learn from leading mobile innovators to enhance how we engage with our consumers," says Bonin Bough, vice president of Global Media and Consumer Engagement at Mondelez International. "Working with our start-up partners, we were able to successfully launch new mobile pilots in just 90 days — something we would never have imagined for a company of our size."
Brands and start-ups worked together as follows:
• Trident & Lisnr (Cincinnati, OH) and Roximity (Denver, CO)
• Stride & Waze (Palo Alto, CA)
• Chips Ahoy! & Shelby.tv (New York, NY)
• Halls & Dailybreak (Boston, MA)
• belVita & inMarket (Venice, CA)
• Multi-brand portfolio program & Endorse (San Mateo, CA)
• Sour Patch Kids & Kiip (San Francisco, CA)
• OREO & banjo (Redwood City, CA)
During phase two of the program, the brand teams and their start-up partners will work together again to ideate around broader business challenges. Based on the outcome of the ideation process, Mondelez International can 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.
"Mobile Futures is a truly unique opportunity to infuse the start-up entrepreneurial spirit into our organization. With this second phase, we're going beyond launching pilots to create entirely new mobile ventures," continues Bough. "This is where our brand teams get to truly act like start-ups and help deliver on our mobile-first strategy."
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"The Mobile Futures program has been an extraordinary experience for all of us at Mondelez International. It has given us the opportunity to work with and learn from leading mobile innovators to enhance how we engage with our consumers," says Bonin Bough, vice president of Global Media and Consumer Engagement at Mondelez International. "Working with our start-up partners, we were able to successfully launch new mobile pilots in just 90 days — something we would never have imagined for a company of our size."
Brands and start-ups worked together as follows:
• Trident & Lisnr (Cincinnati, OH) and Roximity (Denver, CO)
• Stride & Waze (Palo Alto, CA)
• Chips Ahoy! & Shelby.tv (New York, NY)
• Halls & Dailybreak (Boston, MA)
• belVita & inMarket (Venice, CA)
• Multi-brand portfolio program & Endorse (San Mateo, CA)
• Sour Patch Kids & Kiip (San Francisco, CA)
• OREO & banjo (Redwood City, CA)
During phase two of the program, the brand teams and their start-up partners will work together again to ideate around broader business challenges. Based on the outcome of the ideation process, Mondelez International can 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.
"Mobile Futures is a truly unique opportunity to infuse the start-up entrepreneurial spirit into our organization. With this second phase, we're going beyond launching pilots to create entirely new mobile ventures," continues Bough. "This is where our brand teams get to truly act like start-ups and help deliver on our mobile-first strategy."
Related Articles:
Mondelez Utilizes Social Media Platform
Mondelez Partners with 9 Start-Ups for Mobile Pilots
Mondelez International Launches Mobile Marketing Initiative
Mondelez International Nominates Board Member