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Issue Date: Vol. 53, No. 10, October 2013, Posted On: 9/16/2013

Mondelez Partners With Twitter For Real-Time Brand Marketing

Emily Jed
TAGS: social media marketing, Mondelez International, Mondelez on Twitter, Mondelez real-time marketing, Oreo, Cadbury Dairy Milk, Wheat Thins, Trident, Bonin Bough, consumer egagement

DEERFIELD, IL -- Mondelez International has struck a global deal with Twitter to advance its real-time marketing capabilities. As part of the deal, Twitter will dedicate teams to Mondelez International in the U.S., Brazil, India and the UK to help local marketers leverage Twitter's real-time analytic capabilities. The partnership will expand to other markets in the near future.

Mondelez said its recent real-time marketing efforts across brands like Oreo, Cadbury Dairy Milk, Wheat Thins and Trident have been successful.

"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 at the forefront of real-time innovation," said Bonin Bough, Mondelez's vice-president of global media and consumer engagement.

Adam Bain, Twitter's president of global revenue, added that "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."

Twitter and Mondelez International are reportedly already collaborating on several real-time engagement initiatives, including "Trending 10," the first show sourced from Twitter conversation.

Mondelez's deal with Twitter follows a mobile-focused marketing deal struck last spring with Google. The snack and candy giant has also aligned with technology startups to ramp up its presence in the mobile space. | READ MORE

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