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
Error: Please check your email address.
Show Comments

Blog Posts

Will our manners go the same way as texting when robotic servants take over?

Much of the talk in the industry is focused on the limited amount of time that screens have left in our lives.

Katja Forbes

Founder and chief, sfyte

Social purpose: Oxygen for your brand health vitals

If trust is the new currency, then we’re in deep trouble. Here's why.

Carolyn Butler-Madden

Founder and CEO, Sunday Lunch

Customer experience disruption: Healthcare faces a bitter pill

Over the past decade, disruptors such as Amazon, Apple and Australia’s Atlassian have delivered technology enhanced customer experiences, which for the most part, have improved customers’ lives and delivered unparalleled growth. Can they do the same for healthcare?

Alex Allwood

Principal, All Work Together

are you talking about bbc news here

frank

CMO interview: How BBC Worldwide's marketing lead builds brand purpose and growth

Read more

Toms is definitely my favourite shoe brand! Along with Aurélien. For this summer I bought two pairs of navy Toms espadrilles and a pair o...

Paul Erickson

​The shoe with a good soul: TOMS’ innovations for philanthropic engagement

Read more

I think this is the best article today about the salesforce latest platform. Thanks for taking your own time to discuss this topic, I fee...

Ramramky

Salesforce looks to democratise AI, IoT with latest platform play

Read more

I came across this recently when researching blockchain loyalty point projects. There are quite a few projects. Most are in development a...

Andrew @ EcomLoop

How cryptocurrency is set to change the customer loyalty program model

Read more

nive!

Maureen Becks

How AI helped San Churros build brand loyalty and excitement

Read more

Latest Podcast

More podcasts

Sign in