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

Disruption Down Under – What’s Amazon’s real competitive advantage?

Savvy shoppers wait in anticipation, while Australian retailers are gearing up for the onslaught. Amazon’s arrival is imminent.

Change across the board: Why boards need to digitally evolve

Traditionally the non-executive board of a company acts in an advisory capacity - attending monthly board meetings to offer overarching advice and guidance typically focusing on:

Jodie Sangster

CEO, ADMA

The most desirable customers you’ve overlooked

“What will really move the needle?” This is a question that keeps leaders awake at night. And at the intersection of some of their top priorities – finding pockets of growth, redefining the customer experience, and making an emotional impact – lies a latent market: Their diverse customers.

Really inspiring !

Goldenboy Media

Jaywing sets sights on Australian growth with digital and data-driven agency model

Read more

Being aware of regulations or guidlines is just the start. As our CEO Emma Lo Russo stated exactly two weeks ago at an event we supported...

Alan Smith

​Are the Wild West days of influencer collaboration over?

Read more

Rebranding is always nice solution to get better organisation. Businessman may apply certain special services (for example, https://www.l...

David Hill

CMO interview: Spearheading the global rebranding of OFX

Read more

Thank you so much for sharing this article.Top Digital Marketing company in Bangalore

Way To DM

Predictions: 17 digital marketing trends for 2017

Read more

Thanks for the great article Jodie, agree many boards and senior execs are operating in outdated modes, just as we need some reverse soci...

sharyn

Change across the board: Why boards need to digitally evolve - Data-driven marketing - CMO Australia

Read more

Latest Podcast

More podcasts

Sign in