When most marketers use the word ‘data’, what springs to mind are large sets of numbers, Excel spreadsheets, cloud-based IT systems and complicated algorithms. Big data speak is the mot du jour. There is even a big data Week in London called the Festival of Data.
Mondelez International has taken the wrappers off its latest digitally driven marketing campaign for Cadbury TimeOut under its Media Innovators program.
The snacking giant has partnered with Snapchat on a promotion offering consumers the opportunity to win $10,000 by posting a creative ‘snap’ featuring a TimeOut bar. The program is aimed at engaging young consumers with the brand.
New York-based street artists, Yok & Sheryo, have been brought in to inspire consumers with three pieces of street art visually ‘dramatising’ the TimeOut moment. These will be featured on street posters alongside a blank canvas ready for passers-by to snap.
TimeOut partnered with VICE’s in-house creative agency, Virtue, on the multichannel campaign which encompasses out-of-home, YouTube, VICE Discover, the VICE media network and other digital lead channels.
The TimeOut campaign is one of several launched as part of Mondelez’s and Carat’s Media Innovators program. This follows on from Mondelez’s Mobile Futures program last year, which saw several of its key brands partner with local startups.
Under Media Innovators, brand managers are pitching their ideas to an expert panel in order to win a share of $1 million in advertising budget.
“The TimeOut chocolate bar is all about encouraging you to take time out and enjoy it,” said Cadbury Bars brand manager, Dwayne Hutton. “This fits perfectly with the behaviours of using mobile devices and being active on social media.
“It’s very exciting to be innovating with media and activating on Snapchat for the first time, seeing TimeOut on Snapchat might come as a surprise to some consumers, so we are very excited to see how creative they’ll get with their snaps.”
Other Media Innovators campaigns include a partnership between Picnic, Tinder and NOVA.