Ninety days ago, Mondelez set five of its brands and five Australian start-ups the challenge of creating and bringing to market a mobile pilot from idea to product as part of its Mobile Futures scheme.
The five brands; Philadelphia, Marvellous Creations, Cadbury Dairy Milk, Favourites and BelVita, each teamed up with a mobile start-up following a pitch press that saw 100 Australian based tech firms vie for a space on the program. Issue, Proximiti, Snaploader, SkyFii and MyShout then got to work with the brand teams, with each brand looking to address a different business problem
The company is still in the process of gathering the results from the pilots, but says the conversions rates it is seeing for some are as high as 50% - much higher than what it would see for traditional marketing activity, according to Anthony Ho, head of marketing services for Mondelēz, who says that while the pilots are small scale compared with the Mondelez business, they “surpassed expectations”.
There's a bigger picture at play here, but here are the topline numbers:
Cadbury Daily Milk and Snaploader: Image recognition and augmented reality app to “bring to life” the range of Cadbury Dairy Milk flavours.
More than 1,100 app downloads in the first week.
Cadbury Favourites and SkyFii: Wi-Fi based technology that aims to engage with people on mobile devices in stores, better understand consumer behaviour, and measure purchase conversion.
SkyFii are currently in discussion with Cadbury teams in South East Asia to explore potential applications for international Cadbury brands.
Philadelphia and Issue: Created a mini-magazine for mobile and tablet readers, launched after 23 days and reached 75,000 people.
Working on retail partnerships to bring the mobile magazine experience directly in-store to the point of purchase.
BelVita Breakfast Biscuits and Proximiti: Location-based services platform to deliver personalised content to direct the path to purchase.
Click-through rates of 32% and 43% redemption rates of an offer.
Cadbury Marvellous Creations and MyShout: Mobile app to gift chocolate bars to friends as a new sampling method.
Achieved above target click through and overall 11.7% claim rate.
For more news:
Also see the July 25 issue of AdNews in print for the full feature on the launch.
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