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mobile marketing

Mondelez Pairs Brands With 2013 Class of Mobile Futures Startups

Posted by Dale Buss on January 8, 2013 01:06 PM

Joining other major companies and brands such as Unilever, Nike, PepsiCo, LexusBMW and AT&T in spurring mobile innovation around its brands, Mondelez International is investing in mobile startups in the hopes that they'll bring the kind of game-changing innovations to the company that often are hard to come by at corporate stalwarts such as the global-snacks operation that used to be part of Kraft Foods.

That said, it was Kraft that spearheaded the mobile incubator program that Mondelez is now running with. Mondelez just announced nine startups to participate in an ambitious new mobile-technology initiative aimed at drivng more impulse purchases and better in-store marketing. Called Mobile Futures, the program kicked off in October with a call for new ideas that drew 126 applications. Twenty-two startups survived the first cut, then were narrowed to nine after a two-day pitch event last month.

Mondelez hopes to launch one or two mobile-focused tech companies out of the process as well as garner new applications specifically for its business. It's one important way in which the spinoff — which owns megabrands such as Oreo, Trident, Stride and Cadbury — is attempting to do business differently, more dynamically, than in its old incarnation paired with what has now become Kraft's North American grocery business.Continue reading...

going mobile

Mondelez Looks to Pair Mobile Startups With Its Brands and Investors

Posted by Shirley Brady on October 3, 2012 06:53 PM

Collaborating with startups is becoming popular these days. GE funds a startup incubator program; PepsiCo is expanding its PepsiCo10 initiative, which pairs startups with brands such as Quaker; BMW's iVentures arm is a $100 million venture capital fund that's investing in mobile innovation; and Lexus is getting into the startup funding business.  Now you can add Mondelēz International to that list.

With a tagline of "The Future in 90 Days," the two-day old company's new Mobile Futures program was announced at the Mobile Marketing Association's Advertising Week conference in New York. The program is structured in two phases: scaling startup innovation, and creating entirely new mobile ventures by partnering entrepreneurs in the mobile space with "up to 10" Mondelez brands, as Mondelēz VP of Global Media and Consumer Engagement Bonin Bough told Ad Age.

Bough is bringing a solid track record to the task. He oversaw digital and consumer engagement at PepsiCo, including the now wrapped Pepsi Refresh Project crowdsourced community project-funding platform, before joining Kraft Foods in February. He's tapping that experience to spur mobile innovation at Mondelēz, the just-launched global corporate identity for Kraft Foods following Monday's spin-off of Kraft's North American consumer packaged brands.Continue reading...

brand innovation

PepsiCo10 Incubator Seeks Digital Innovation in Brazil

Posted by Sheila Shayon on September 25, 2012 04:14 PM

Most start-ups would leap at the chance for investment and the opportunity to work with a global branding powerhouse to jumpstart their dreams. Now entrepreneurs in Brazil will have that very chance.

PepsiCo on Monday announced the next phase of its digital incubator program, which is setting up shop in Brazil with an open call for entrepreneurs and university students in the country to submit ideas for its PepsiCo10 program.

For the first time in the initiative's three-year history, it's looking to emerging markets for innovation and the big ideas in technology across four categories: business sustainability, entertainment, mobile and retail.Continue reading...

tech innovation

PepsiCo Spurs Digital-Marketing Innovation in Brazil and India

Posted by Dale Buss on March 20, 2012 02:12 PM

To hear PepsiCo's top executives tell it, two of the company's biggest needs nowadays are innovative marketing to revitalize some of its brands, and keeping pace with big competitors in the CPG industry to expand its presence in emerging national markets.

That's why this expansion of the company's PepsiCo10 incubator program to India and Brazil is so timely. The move will give the company a much better chance of discovering and harnessing technology, media and communications entrepreneurs in those crucial markets in new initiatives that lead to effective digital- and social-marketing initiatives.

"These two countries are very exciting emerging markets for us," Josh Karpf, PepsiCo's fresh from SXSW digital director, told brandchannel. "Both for consumer trends and, as we get into it, a lot of interesting technology. It really lines up well for us. It's all about building brands and driving business" around the world.Continue reading...

sip on this

Pepsi Challenge: Keeping Investors and Consumers Happy, and the Wolves from the Door

Posted by Dale Buss on November 17, 2011 03:53 PM

Remember when PepsiCo only sold beverages and snacks? Nowadays, the company keeps moving further afield with social-media efforts such as its Pepsi Refresh pro-social community grants and year-old startup partnership project.

But there continues to be murmurs from investors who are eager to see PepsiCo get back to what they feel should be "its knitting" — the core business of selling those beverages and snacks, and developing new variations to keep consumers coming back for more.

Take its year-old PepsiCo10 startup booster. Shiv Singh, PepsiCo's global head of digital marketing, told an Ad Age conference this week that the strategy is to get in on the ground floor with startups that could become the next Foursquare, Twitter or, indeed, Facebook or Google, and have them partner with PepsiCo brands to inject more innovation into their marketing and product development channels.

On social, PepsiCo — the subject of a recent hour-long special on CNBC called Pepsi's Challenge — has been a leader in testing new digital waters to engage consumers, teaming up with Foursquare, for instance, when it had just 400,000 users.Continue reading...

mobile marketing

Quaker Backs a Mobile App That Even Mikey Would Like

Posted by Sheila Shayon on October 11, 2011 02:01 PM

PepsiCo's man in the Quaker hat has been busy lately. Quaker Life cereal — you know, the one Mikey likes — just turned 50, if you can believe it. And Quaker Oats has been pumping up its digital cred with its first mobile app.

Created in partnership with app-maker Zazu, which calls its mobile app "the smartest damn alarm clock," the Quaker Oats-backed app aims to rev up mornings.

The Zazu Mornings app, as it's called, serves up a helping of information to get your day started — weather, traffic, news, a daily calendar, local deals, and of course, breakfast ideas — all customized for a ‘personalized brand experience’ and served bedside with a soothing voice (and visuals) as your morning alarm.

Boston-based Zazu got to know the marketing execs at Quaker as a participant in the first class of PepsiCo10, the company's digital incubator.Continue reading...

tech innovation

PepsiCo Seeks Digital Innovators in Europe

Posted by Mark J. Miller on June 8, 2011 05:00 PM

PepsiCo wants to get in on the virtual ground floor in Europe. The company is rolling out a program that it found success with in the United States last year: finding and partnering with up to 10 technology startups that can help spread the word about Pepsi and its products.

The beverage giant is looking to fund European startups that have “a ready-to-go product or service technology in social media and/or community-based marketing, mobile marketing, tablets, location-based marketing, digital video, gaming and/or learning.”Continue reading...

brand news

In the News: ABC, E3, WWDC & more

Posted by Dale Buss on June 6, 2011 09:00 AM

In the News

AARP unveils a new ad campaign targeting boomers this week.

Apple will unveil iCloud Android-fighter today at WWDC, as brand leads tablet market in China.

Bank of America and Goldman Sachs lead US bank stocks taking a beating.

Blip.tv ramps up original content to complete with YouTube.

Boeing faces labor strife.

Coca-Cola resists increasing prices.

Demi Moore adds "CNN reporter" to her credits with sex trafficking doc, a subject near and dear to her DNA Foundation.

E3 starts tommorow, where Nintendo will unveil its new Wii console, Sony will tout NGP (its new handheld gaming device) and Microsoft will promote Kinect and position Xbox as the hub of the home entertainment system.Continue reading...

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