Brand, mobile startup partnerships at Mondelez converting customers

'Bluechip companies' taking notice, Pollenizer CEO Phil Morle tells ADMA Engage conference

Pollenizer CEO Phil Morle
Pollenizer CEO Phil Morle

The brand and startup partnership by Mondelēz International to drive mobile marketing innovation is already seeing encouraging results, according to Pollenizer CEO, Phil Morle.

Startup incubator, Pollenizer, assisted with the selection of startups for the Mondelēz Mobile Futures initiative in July, which has teamed five popular brands including Cadbury and BelVita with startups to design new mobile marketing opportunities.

Morle told attendees at the ADMA Engage conference in Sydney that the companies were seeing good conversion rates of up around 10 per cent for some of the brand-startup partnerships.

“For some, like SkyFii and Proximiti that need people to make accounts, we’re seeing 63 per cent or so actually setting up those accounts,” he said.

Also at ADMA Engage:
How TripAdvisor attracts travellers and promotes return visits
How Bank of Montreal has achieved one-to-one customer engagement

The Mobile Futures initiative has attracted the attention of other big brands, said Morle.

“It’s the new black and everyone wants to work with startups now,” he claimed. “All the big bluechip companies are wanting to do it right now.”

According to Morle, large enterprises are not optimised for innovation, but startups can innovate quickly and at low risk.

“The whole intention here is to do hyper graphic, almost disposable learning programs, and to do it in a context that is not deeply risky,” he said.

He cited as an example the Mobile Futures partnership between Cadbury Dairy Milk and Snaploader, which provides augmented reality information when a user takes a picture of a chocolate bar in the store.

“It just started off in one store, in a very small way, risk profile very, very low, but now is going into multiple stores, and is also coming together with another program that Woolworths is doing,” Morle said.

Woolworths and Mondelēz are also collaborating in a shared learning program, he said.

Morle advised marketers to look to startups and see if they can help them. “If you’ve got a brand, look out there in the world [and] see what startups can do for you. They want to help you, they can help you and they will passionately engage in helping you.”

One startup – not part of the Mondelēz program – that has been partnering with major brands is Wearable Experiments (We:eX). The company has created wearable marketing for major brands including Durex and Fox Sports Australia.

At ADMA Engage, the company’s co-founder, Ben Moir, advised marketers to look beyond existing mobile devices and consider how they might match a brand to wearable computing. This type of technology includes much more than smartwatches and Google Glass, he said.

For Durex, We:eX developed Internet-connected underwear called Fundawear]] designed to keep couples connected over long distances. For Fox Sports, We:eX developed “alert shirts” that enable AFL fans to feel the pain of a tackle and the rush of a goal.

“Wearable tech is a brand product that gets people out into the real world,” said Moir.

Pictured: Pollenizer CEO Phil Morle at ADMA Engage.

Adam Bender covers digital marketing and emerging technology for CMO and is the author of dystopian sci-fi novels We, The Watched and Divided We Fall. Follow him on Twitter: @WatchAdam

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Signup to CMO’s email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Top tips to uncovering consumer insights for business innovation

An in-depth understanding of consumers sits at the heart of what we all need to do, but we know it’s not always easy to uncover insights that will unlock a true innovation opportunity.

Matt Whale

Managing director, How To Impact

Is your customer experience program suffering bright shiny object syndrome?

You may have heard of ‘bright shiny object syndrome’. The term is used to describe new initiatives undertaken by organisations that either lack a strategic approach, or suffer from a failure to effectively implement.

Leveraging technology to stand out in the sea of sameness

The technology I'm talking about here is data and marketing automation. Current digital marketing methodology, much as it is practiced at Bluewolf, dictates the need for a strategy that does four things: Finds the right audience, uses the right channel, delivers the right content, and does all of that at the right time.

Eric Berridge

CEO and co-founder of Bluewolf, an IBM Company

Lead Management is very important part of the process. For anyone running Facebook Lead Ads I would recommend using this service.Get your...

Dirk Lo

How this fintech startup is improving content marketing and lead generation

Read more

I am agreeing with Mr. Tyron Hayes that a measured test-and-learn approach could be missing opportunities to not only better engage custo...

rush essay reviews

CMO interview: How Curtin University’s marketing chief is using test and learn to cope with complexity

Read more

Excellent!

Dr Sadasivan,US

Shakespeare shows data and creativity aren’t Montagues and Capulets

Read more

Great article! Agreed with all... Matthew Lerner, Deeps De Silva... When a company has a great product that solves customers needs, a gre...

James Tyler

Why marketers are embracing growth hacking techniques

Read more

Very good article, Social media analytics helps in problem identification. They can serve as an early warning system for negative custome...

BizVinu

Four ways to use social media to boost customer loyalty

Read more

Latest Podcast

More podcasts

Sign in