- Mondelez International, the snack-food giant that owns Orea and Trident, is putting nine startups through a series of challenges aimed at generating new applications for mobile marketing to promote in-store purchases.
- The initiative received 126 applications, and in the end Mondelez hopes to see one or two new, standalone companies emerge.
- Mondelez has a "mobile-first" strategy, part of which involves investing 10% of its global marketing budget on mobile activations and channels.
From the article:
"... The program, called 'Mobile Futures,' began in October with an open call for new ideas that drew 126 applications. Twenty-two startups survived the first cut, with the final list narrowed to nine after a two-day pitch event.
But this is no ordinary pitch. The startups will not only get a chance to create new applications for big brands such as Oreo and Trident, but also could play a role in creating one or two new mobile-focused tech companies that Mondelez hopes to launch at the end of the process. ..."