Shopper Marketing - June 2016 - 34


PROGRAMS

Mondelez Matches Its Brands
With Startups, Retailers
By Samantha Nelson

new YoRk - Mondelez International
wanted to get a better understanding
of the future of digital marketing, so
it decided to go right to the source
of the changing technologies. "We at
Mondelez believe that startups are
the lifeblood of innovation in the digital space," Kim Yansen said during a
March presentation at the Shopper
Marketing Summit.
In 2012, the manufacturer launched
the Mobile Futures program, partnering with tech startups by having
them design a program for one of the
manufacturer's brands. Mondelez received hundreds of submissions but
narrowed the list to 22 startups that
attended a pitch day in New York.
Mondelez did the matchmaking between brands and startups and gave Steve McGowan, who presented alongside Mondelez
the partners 90 days to work together, International colleague Kim Yansen, talks about the
learn about each other, build a pilot manufacturer's Shopper Futures program.
and get it into market.
That effort produced not only
director, field shopper marketing. "We bring
short-term benefits - like a campaign where
them in for different campaigns."
advertising the price of Stride gum at Kum
In 2015, Mondelez changed the name from
& Go convenience stores on the Waze moMobile Futures to Shopper Futures and issued
bile platform increased conversion and traffic
an open call for startups looking to participate.
in test stores versus control locations - but
The manufacturer's retail partners and brand
helped the manufacturer build lasting partand shopper marketers voted on 55 finalists
nerships with tech companies. "We're actually
based on originality, relevance, vision and
still working with Waze today," said Yansen,
roadmap, design and functionality, and scal34

y SHOPPER MARKETING JUNE 2016



Table of Contents for the Digital Edition of Shopper Marketing - June 2016

Contents
Shopper Marketing - June 2016 - Intro
Shopper Marketing - June 2016 - 1
Shopper Marketing - June 2016 - 2
Shopper Marketing - June 2016 - 3
Shopper Marketing - June 2016 - Contents
Shopper Marketing - June 2016 - 5
Shopper Marketing - June 2016 - 6
Shopper Marketing - June 2016 - 7
Shopper Marketing - June 2016 - 8
Shopper Marketing - June 2016 - 9
Shopper Marketing - June 2016 - 10
Shopper Marketing - June 2016 - 11
Shopper Marketing - June 2016 - 12
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Shopper Marketing - June 2016 - 14
Shopper Marketing - June 2016 - 15
Shopper Marketing - June 2016 - 16
Shopper Marketing - June 2016 - 17
Shopper Marketing - June 2016 - 18
Shopper Marketing - June 2016 - 19
Shopper Marketing - June 2016 - 20
Shopper Marketing - June 2016 - 21
Shopper Marketing - June 2016 - 22
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Shopper Marketing - June 2016 - 26
Shopper Marketing - June 2016 - 27
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Shopper Marketing - June 2016 - 31
Shopper Marketing - June 2016 - 32
Shopper Marketing - June 2016 - 33
Shopper Marketing - June 2016 - 34
Shopper Marketing - June 2016 - 35
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Shopper Marketing - June 2016 - 38
Shopper Marketing - June 2016 - 39
Shopper Marketing - June 2016 - 40
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Shopper Marketing - June 2016 - 43
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Shopper Marketing - June 2016 - S1
Shopper Marketing - June 2016 - S2
Shopper Marketing - June 2016 - S3
Shopper Marketing - June 2016 - S4
Shopper Marketing - June 2016 - S5
Shopper Marketing - June 2016 - S6
Shopper Marketing - June 2016 - S7
Shopper Marketing - June 2016 - S8
Shopper Marketing - June 2016 - S9
Shopper Marketing - June 2016 - S10
Shopper Marketing - June 2016 - S11
Shopper Marketing - June 2016 - S12
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