TimeOut partners with Snapchat in latest Mondelez Media Innovators campaign

Social media campaign is part of snacking brand's Media Innovators campaign encouraging brand managers to come up with new digital advertising ideas

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.

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

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

7 ways to champion a human centred design culture

Human Centred Design (HCD) has come a long way in the last decade with many forward-thinking organisations now asking for HCD teams on their projects. It’s increasingly seen as essential to unlocking innovation, driving superior customer experiences and reducing delivery risk.

Shane Burford

Head of research and design, RXP Group

Building a human-curated brand

If the FANG (Facebook, Amazon, Netflix, Google) sector and their measured worth are the final argument for the successful 21st Century model, then they are beyond reproach. Fine-tuning masses of algorithms to reduce human touchpoints and deliver wild returns to investors—all with workforces infinitesimally small compared to the giants of the 20th Century—has been proven out.

Will Smith

Co-founder and head of new markets, The Plum Guide

Sustainability trends brands can expect in 2020

​Marketers have made strides this year in sustainability with the number of brands rallying behind the Not Business As Usual alliance for action against climate change being a sign of the times. While sustainability efforts have gained momentum this year, 2020 is shaping up to be the year brands are really held accountable for their work in this area.

Ben King

CSR manager & sustainability expert, Finder

Well, that's good to know that. Any other news you want to share here? I can't wait to see more.

Phil Godfrey

Queensland appoints first chief customer and digital officer

Read more

It's a pretty interesting article to read. I will learn more about this company later.

Dan Bullock

40 staff and 1000 contracts affected as foodora closes its Australian operations

Read more

If you think it can benefit both consumer and seller then it would be great

Simon Bird

Why Ford is counting on the Internet of Things to drive customer engagement

Read more

It's a good idea. Customers really should control their data. Now I understand why it's important.

Elvin Huntsberry

Salesforce CMO: Modern marketers have an obligation to give customers control of their data

Read more

Instagram changes algorithms every time you get used to them. It really pisses me off. What else pisses me off? The fact that Instagram d...

Nickwood

Instagram loses the like in Australia; industry reacts positively

Read more

Latest Podcast

More podcasts

Sign in