The campaign will see technology entrepreneurs partner with popular food brands including Philadelphia and Cadbury to develop mobile marketing solutions in only 90 days.
The partnerships include:
• Cadbury Dairy Milk will be partnering with Snaploader, which uses image recognition to connect images with relevant content.
• Marvellous Creations has selected MyShout, a mobile app that allows users to ‘gift’ their friends with food and drinks at their favourite cafes, bars and restaurants.
• Philadelphia cream cheese chose Issue to drive branded content via a bespoke magazine that is interactive and shoppable.
belVita will work with Proximiti, using geo-analytics to create personalised consumer experiences.
• Cadbury Favourites will partner with SkyFii to help venue owners better understand and engage with consumers via mobile.
The startups engaged in a competitive pitch process which involved ‘speed dating’ sessions with the brand managers. From over 60 initial applications, 13 mobile startups were selected to take part in the Mobile Futures pitch process. The successful applicants will now work one-on-one with each of the five brands to customise and implement mobile platforms, and activate pilots within 90 days.
Anthony Ho, head of marketing services, Mondelēz International, said, “Mobile use is increasing and there’s a lot of innovation coming out of Australian startups to cater for these audiences. We want to be leaders in this space and use mobile innovation to connect with consumers and create new experiences with our brands.
“The startup pitches were all of a really high quality and we’re excited to see how the five startups and brands will work together to create some amazing mobile concepts over the next 90 days,” he said.
