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Issue Date: Vol. 53, No. 1, January 2013, Posted On: 1/5/2013

Mondelez Taps Nine Tech Startups For New Mobile Program

Emily Jed
TAGS: Mondelez International, Mobile Futures, mobile marketing apps, Mondelez nine startups, impulse purchases, Kraft Foods, Oreo, Trident, Waze, Chips Ahoy!, Shelby.tv, Halls: Dailybreak, belVita: inMarket, Sour Patch Kids, Kiip, Endorse, Quick Chek, Kum & Go.

DEERFIELD, IL -- Mondelez International Inc. has chosen nine startups to participate in a new mobile technology program aimed at driving more impulse purchases and better in-store marketing.

The candy and snack giant -- which was formed last year when Kraft Foods split in two -- launched the initiative, called Mobile Futures, in October. The final nine startups were narrowed down from a pool of more than 150 applicants who pitched their ideas during a two-day event.

The startups will partner with Mondelez brand marketing teams to create and launch mobile pilots for brands like Oreo and Trident from scratch within 90 days. Mondelez's focus for the program is in-store marketing, location-based advertising and social TV.

Oreo, for instance, will be partnered with Banjo, a location-based search platform that organizes the most popular social networks and channels into one feed. The Stride gum brand is partnering with Waze (Palo Alto, CA), a community-based road-navigation app. Trident will team up with Roximity (Denver), a location-based advertising platform that enables retailers and brands to send targeted, contextual messaging to nearby customers via text, mobile apps, and automobile infotainment and navigation systems.

The other participating brands and startups are Chips Ahoy!: Shelby.tv (New York); Halls: Dailybreak (Boston); belVita: inMarket (Venice, CA); Sour Patch Kids: Kiip (San Francisco); other brands: Endorse (San Mateo, CA).

After a 90-day incubation period, the startups and brand marketers will pitch the concepts to angel investors and venture capitalists in hopes of securing seed funding for one or more new standalone mobile-focused companies that Mondelez plans to launch at the end of the process.

Mondelez describes the Mobile Futures program as a "network" that includes other supporting organizations. The latest members to come aboard are convenience store retailers Quick Chek and Kum & Go.

"As an organization, we are increasingly focused on connecting with our customers closer to the point of purchase," said Edward Kaczmarek , director of innovation and emerging technology at Mondelez International. "By partnering with Quick Chek and Kum & Go, we have an even larger opportunity to drive relevant engagement and impulse purchases, and we believe that this will ultimately change the marketplace."

In addition to the new convenience retailers, the Mobile Futures Network includes organizations that will play different roles in various stages of the program, including Viacom and AT&T AdWorks, the Mobile Marketing Association and Location-Based Marketing Association, along with venture capital investors.

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