How Mondelēz thinks big, acts small on mobile
by Mobile Marketer
Two recent efforts from Mondelēz demonstrate how the CPG brand is narrowing in on niche mobile strategies as part of a growing digital focus.
The CPG brand is launching what claims to be its biggest multi-brand campaign as part of a sponsorship of the United States soccer team in the upcoming FIFA World Cup, with mobile playing a key role in segmenting out small groups of tech-savvy teens. At the same time, Mondelēz is also testing a new program that pairs up brands with agencies for short-lived and small campaigns.