Mondelez strikes ‘mobile-only’ global Google deal

Mondelez International has formed a mobile-only partnership with Google to develop m-commerce tools that will drive in-store purchases for brands such as Cadbury and Oreo.

MondelezHallsPhone-Campaign-2013
Mondelez is looking to drive more sales from smartphones for brands such as Halls

The one-year tie-up will see the two work together on developing tools around geo-location and mobile-voucher-type services. Google will also help develop the company’s mobile search, display and website offering.

While financial details of the deal were not disclosed, it includes developing branded mobile websites, training, analytics and an opportunity to opt in to Google’s mobile beta programs.

Beth Reilly, head of global digital strategy at Mondelez, says the business is seeing mobile engagement rates that are “sometimes four times greater than traditional display”. Mondelez predicts 67 per cent of the world’s population will have a mobile phone by 2016 and is looking to steal a march on FMCG rivals using the channel.

Reilly adds: “We’re mapping media against the entire consumer journey and re-thinking our media investment through a mobile lens. The Google global deal is a great example of this approach but there will be others to come soon.”

The deal is not exclusive and could see Mondelez strike additional deals with the likes of Facebook and Twitter.

It is part of a wider push from the company to invest 10 per cent of its global marketing budget into mobile. The company is also looking to create a number of standalone companies to develop mobile marketing products through its “Mobile Futures Project”.

Bonin Bough, vice president of global media and consumer engagement at Mondelez, says: “Our goal is to become one of the top mobile marketers in the world, and this collaboration with Google will help us get there. It provides us with a competitive advantage, particularly in fast-growing emerging markets.”

Mondelez’s deal with Google is similar to those struck by Diageo and Heineken with Facebook. Marketers are using the tie-ups to react faster to how consumers are using digital channels to share content and engage with their brands.

The venture, brokered by Starcom MediaVest, covers 16 markets in North America, Europe, Eastern Europe, Latin America, the Middle East and Asia Pacific.

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