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Asia Pacific: Mondelez International launches Mobile Futures in Australia

Mondelez International has launched Mobile Futures in Australia to ignite consumer connections by working with startup entrepreneurs in the mobile sector, after successful rollout in Brazil and the US.

The program will pair five of Australia’s brands – Cadbury Dairy Milk, Marvellous Creations and Cadbury Favourites chocolate, Philadelphia cream cheese and belVita biscuits – with five startups to accelerate and scale existing mobile innovations in 90 days.

“The Mobile Futures program has been an extraordinary experience for us and we’re thrilled to expand to Australia as our third market,” said Bonin Bough, VP of global media and consumer engagement.

“In Australia, about half of consumers’ online activity takes place on a mobile phone or tablet.”

“This is driving us at Mondelez International to think differently about consumer engagement and path to purchase,” said Bough.

“Our goal is to become one of the top mobile marketers in the world, and the further expansion of Mobile Futures to Australia demonstrates our commitment to get there.”

Mobile Futures in Brazil, US

In the US, the company selected nine startups in the areas of social TV, mobile at retail and SoLoMo (social/location/mobile).

As a result, eight new mobile pilots were launched into market in 90 days with Power Brands such as Oreo and Chips Ahoy! biscuits and Trident and Stride gum.

As part of Mobile Futures US, the company and venture development firm Prehype launched two startups Prankstr and Betabox.

These two companies are meant to be operated independently if seed funding is secured.

Prankstr allows users to prank their friends and share the experience through social networks and Betabox distributes product samples through e-commerce companies.

Launched in June 2013, Mobile Futures Brasil saw the company partnering five startups with brands such as Bis chocolate, Club Social crackers, Tang powdered beverages, Halls candy and Trident gum.

The upcoming pilots will be focusing on the crucial areas of short messaging service, mobile at retail, social and apps.

Attracting startups

In launch events across Melbourne and Sydney during May 2014, the company issued an open call to startups solving in-store business and marketing challenges with mobile technology solutions.

Startups could apply online now at www.mobilefutures.com.au till June 1, 2014.

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