Mondelez, Twitter Team for Marketing
Mondelez International announces that it has signed a global partnership with Twitter to deliver real-time marketing solutions. As part of the relationship, Twitter will have dedicated teams for Mondelez International in Brazil, India, the U.K. and the United States to collaborate with local marketers and leverage Twitter's analytics capabilities. Through this deeper collaboration, the partnership aims to align the teams more closely on a global level to operate in real-time across all markets.
"Our recent real-time marketing activities across brands like Oreo, Cadbury Dairy Milk, Wheat Thins and Trident have shown tremendous promise. We truly believe that real-time engagement can drive business growth," says Bonin Bough, vice president of Global Media and Consumer Engagement at Mondelez International. "The partnership with Twitter will allow us to take our capabilities to the next level in terms of analytics, instant engagement and global scale and be on the forefront of real-time innovation."
Brokered in conjunction with Starcom MediaVest, the global partnership initially covers Brazil, India, the U.K., and the United States and will roll out to other markets in the near future. Twitter and Mondelez International are already collaborating on several exciting real-time engagement initiatives such as "Trending 10," the first show sourced from Twitter conversation. Born as a partnership between Trident gum, Twitter and Fuse music television, Trending 10 curates and editorializes trending stories across the music landscape to keep fans on the pulse of what's buzzing. Using a proprietary Heat Tracker developed in partnership with Twitter, Fuse ranks the artists generating the most "heat" and identifies the stories creating social chatter. Trident debuted a six-second Vine TV spot on Fuse on September 9, to continue to bring the most compelling content and now formats from social media to TV.
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"Our recent real-time marketing activities across brands like Oreo, Cadbury Dairy Milk, Wheat Thins and Trident have shown tremendous promise. We truly believe that real-time engagement can drive business growth," says Bonin Bough, vice president of Global Media and Consumer Engagement at Mondelez International. "The partnership with Twitter will allow us to take our capabilities to the next level in terms of analytics, instant engagement and global scale and be on the forefront of real-time innovation."
Brokered in conjunction with Starcom MediaVest, the global partnership initially covers Brazil, India, the U.K., and the United States and will roll out to other markets in the near future. Twitter and Mondelez International are already collaborating on several exciting real-time engagement initiatives such as "Trending 10," the first show sourced from Twitter conversation. Born as a partnership between Trident gum, Twitter and Fuse music television, Trending 10 curates and editorializes trending stories across the music landscape to keep fans on the pulse of what's buzzing. Using a proprietary Heat Tracker developed in partnership with Twitter, Fuse ranks the artists generating the most "heat" and identifies the stories creating social chatter. Trident debuted a six-second Vine TV spot on Fuse on September 9, to continue to bring the most compelling content and now formats from social media to TV.
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