Home  › Media › Mobile
belvita

belVita and inMarket Collaborate on Rapid Pilot for Mobile Futures Program

  |  January 30, 2013   |  Comments

Mondelez International, formerly Kraft Foods, has moved on to phase two of its Mobile Futures pilot program. Following an open call for existing mobile startup talent in retail, social TV and location in October, the company has selected nine startups who are now collaborating with brands like Oreo, Trident, belVita and Stride on new mobile pilots that will launch by early April.

Mondelez International, formerly Kraft Foods, has moved on to phase two of its Mobile Futures pilot program. Following an open call for existing mobile startup talent in retail, social TV and location in October, the company has selected nine startups who are now collaborating with brands like Oreo, Trident, belVita and Stride on new mobile pilots that will launch by early April.

Mondelez selected each of the startups with the goal of driving impulse purchases and mobile-at-retail consumer experiences. "We have active, on the go, millennial consumers and we know we need to reach them in engaging ways," says Gary Osifchin, senior marketing director at belVita, the Mondelez brand which is now collaborating with inMarket, a shopping rewards app that's gained considerable interest from large consumer packaged goods.

As a new breakfast biscuit brand that launched in the US barely a year ago, Osifchin sees a unique opportunity for belVita "to get out in the forefront and try something different," he says. Osifchin and his team at belVita hope to gain new insights into what can be accomplished in a mobile shopping experience and build a product that could eventually influence other marketing activities throughout Mondelez International.

belVita and inMarket's teams are meeting this week to draft the early stages of their pilot program that they are committed to launch within 90 days, but the team leaders from each company already envision a much longer working relationship.

"I've never had the opportunity to do something as immersive as this in my career," says Osifchin.

"When we heard about the Mobile Futures program and some of the great programs going on at Mondelez, we were flabbergasted. Here's this multi-billion dollar entity that's acting more like as startup," says Todd Dipaola, president and co-founder of inMarket.

"A very big part of this program is the immersive process," he explains. As inMarket brings belVita into its startup culture it will also perform quality assurance and provide data to help the brand learn from inMarket's areas of expertise. "As much as you might think we understand how brand marketers work, I think we'll be learning more about the ideation process, and how you think as a brand and introduce something new," adds Dipaola.

"If you go into a store now anywhere in the US, you see people quickly coming in and getting the products they need," he comments. "If you sit back in a store and watch, how many people are on their phone, using their phone to enhance the shopping experience?"

The goal of consumer packaged goods like belVita is to find the right time to deliver a new, interactive experience or message to consumers during their shopping trips in stores.

"The world's changing and the channels in which consumers are hearing brand messages and their expectation of communicating with a brand has changed so much," says Osifchin.

Mondelez International received almost 150 submissions from startups hoping to collaborate with its brands on mobile-at-retail consumer experiences. The final nine startups were selected after the top applicants pitched their ideas in person. In addition to belVita and inMarket's partnership, Lisner and Roximity are working with Trident, Waze is partnering up with Stride, Shelby.tv matched up with Chips Ahoy, Halls is working with Dailybreak, Sour Patch Kids is collaborating with Klip, and Oreo is seeking fresh ideas from Banjo.

Once the pilot concepts are built out, teams will pitch their ideas to venture capitalists and angel investors that have joined Mondelez International's growing Mobile Futures Network.

ClickZ Live Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, August 29 to take advantage of Super Saver Rates!

ABOUT THE AUTHOR

Matt Kapko

Matt Kapko has been writing about mobile since 2006, before it became cool. Based in Long Beach, CA, he has covered mobile entertainment, digital media, marketing, and advertising for several business media outlets. A former editor and reporter for RCR Wireless News, paidContent, and iMedia Connection, Matt is a regular freelance reporter for ClickZ. You can follow Matt on Twitter at @MattKapko or drop him a line at matt@kapko.co.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Media newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

BigDoor: The Marketers Guide to Customer Loyalty

The Marketer's Guide to Customer Loyalty
Customer loyalty is imperative to success, but fostering and maintaining loyalty takes a lot of work. This guide is here to help marketers build, execute, and maintain a successful loyalty initiative.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.

Jobs

    • Systems Analyst/Support
      Systems Analyst/Support (Agora Inc. ) - BaltimoreIRIS (Increased Revenue Intuitive Software ) is proprietary software that helps marketers...
    • Client Services Support Specialist
      Client Services Support Specialist (Agora Inc. ) - Delray Beach OVERVIEW:  This position requires a highly motivated and resourceful individual...
    • Creative Marketing Associate
      Creative Marketing Associate (NewMarket Health ) - BaltimoreAre you looking for a foot in the door with the best marketing company in the business...