Mondelez Utilizes Social Media Platform

Mondelez International chooses Expion, a social media software company, to power its new social media command center named "mPulse Lab." Using Expion software, the innovative lab will allow the company to monitor and act on real-time visualized social feeds from Mondelez International's snack and food brands.

 

Mondelez International's mPulse Lab currently features 78 different dashboards that stream social media insights and conversations of the company's brands across Facebook and Twitter. The lab launched with three brands, Oreo biscuits, Ritz and Wheat Thins crackers, and will be adding additional brands in the coming months, including Stride iD and Trident gum, Nilla Wafers and Chips Ahoy! biscuits and Swedish Fish candy.

 

The lab had its trial run during this year's Super Bowl with great success supporting the tremendous flow of data that at times reached 115 tweets per second.

 

"In today's complex environment and always-on consumer, we believe real-time engagement is key. But this can only be achieved by gathering, analyzing and broadcasting data in real-time and that's what Expion helps us to do," says Bonin Bough, vice president of global media and consumer engagement at Mondelez International. "With the breadth and diversity of our brands, we needed a robust platform and Expion provides an excellent solution. They offer flexible, real-time social media management that is expertly visualized for easy digestion and response."

 

Expion's software is also being used globally for the social media management of Mondelez International brand pages and profiles, giving brand marketers, their agencies, and analysts company-wide the ability to contribute. With the software's built-in permission and sharing capabilities, Mondelez International teams can collaborate across brands, countries and regions.