Mondelez forms global pact with Twitter

Mondelez International and Twitter are joining forces for a global strategic partnership the snacks maker will use to bolster its nascent real-time marketing offering and further its push into the mobile space.

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Mondelez is looking to reach the engagement heights of its Oreo Super Bowl hi-jack through its global pact with Twitter.

The pact will see Twitter set up dedicated teams to collaborate regularly with Mondelez in the UK, the US, Brazil and India – the company’s biggest markets. It will also benefit from exclusive access to real-time analytics on how people are using the site as well as enrol in training camps tailored to its brands. Additionally, the company will receive preferential ad rates and the chance to preview new advertising products.

Bonin Bough, vice-president of global media and consumer engagement at Mondelez says the tie-up will take its advertising to the “next level” in terms of analytics, instant engagement and “global scale”. It hopes to put its brands at the “forefront of real-time innovation” with several projects already currently in development.

Bough adds: “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.”

Adam Bain, President of Global Revenue at Twitter, says: “With a rapid consumer shift toward mobile usage, companies must plan for the moment to ensure their brands remain relevant and in touch with the interests of consumers.”

The move echoes Mondelez’s “mobile-only” deal with Google and it is hoped upcoming work with the micro-blogging site will help ongoing efforts to tie its brands to major TV events. It said at the time that similar deals would “be coming soon” as part of wider plans to invest 10 per cent of its global marketing budget into mobile.

Mondelez is pushing to reach the fan engagement heights it hit around this year’s Super Bowl when it hi-jacked buzz around the event with a tweet during an unexpected power cut. Since then, it has ramped up investment into social media TV initiatives across its portfolio including running a six-second Trident chewing gum TV ad based on a Vine video it produced. Earlier this year, the company overhauled its digital agency roster in the hopes of accelerating its second-screen marketing activity across Europe.

The move was brokered by Starcom MediaVest Group, who announced a similar deal with the social network earlier this year. WPP also has a deal with Twitter in place that sees real-time analytics from the social network integrated into the agency group’s existing media and analytics platforms.

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