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Mondelez brands pick their Aussie startup partners for Mobile Futures

Monday, 14 July 2014 | By StartupSmart

Mondelez International has announced its five startup partners for its Mobile Futures program.


They will work with five Australian Mondelez International brands to develop mobile marketing solutions in 90 days.


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.


And finally, Cadbury Favourites will be taking to the SkyFii with Wi-Fi beacons to help venue owners better understand and engage with consumers via mobile.


The five startups were chosen from 13 who were invited to a pitch event two weeks ago, after being selected from 60 applications.


They will receive $40,000 in funding to work with each brand over the 90 day period with the goal of customising and implementing mobile platforms and activating pilot programs.


Mondelez International head of marketing services Anthony Ho says the company is excited to see what the startups and the company’s brands can create.

“Mobile use is increasing and there’s a lot of innovation coming out of Australian startups to cater for these audiences,” he says.


“We want to be leaders in this space and use mobile innovation to connect with consumers and create new experiences with our brands.”


Pollenizer was the main partner of the program in Australia and startup coach Steve Sammartino says the incubator helped Mondelez recruit and select the 13 startups that eventually would pitch for the program.


“We aimed to find some of the most disruptive technologies that are breaking the retail space in Australia,” he says.


“All were excellent pitches, very reflective of the emerging trends coming out of the startup space at the moment.”