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Mondelez International, the Deerfield, Ill.-based maker of chocolate, biscuits, gum and candy, has teamed up with Twitter to deliver real-time marketing solutions.
As part of the global partnership, Twitter will have dedicated teams for Mondelez International in Brazil, India, the U.K. and the U.S. to collaborate with local marketers and leverage Twitter's analytics capabilities. The partnership aims to align the teams more closely on a global level to operate in real-time across all markets.
"Our recent real-time marketing activities across brands like Oreo, Cadbury Dairy Milk, Wheat Thins and Trident have shown tremendous promise. We truly believe that real-time engagement can drive business growth," said Bonin Bough, VP of global media and consumer engagement at Mondelez. "The partnership with Twitter will allow us to take our capabilities to the next level in terms of analytics, instant engagement and global scale and be on the forefront of real-time innovation."
"With a rapid consumer shift toward mobile usage, companies must plan for the moment to ensure their brands remain relevant and in touch with the interests of consumers," said Adam Bain, president of global revenue at Twitter. "Mondelez International continues to be one of the pioneers in live marketing, and we are thrilled to partner with their brand teams across the world."
Twitter and Mondelez are collaborating on several real-time engagement initiatives such as "Trending 10," the first show sourced from Twitter conversation. Born as a partnership between Trident gum, Twitter and Fuse music television, Trending 10 curates and editorializes trending stories across the music landscape to keep fans on the pulse of what's buzzing. Using a proprietary Heat Tracker developed in partnership with Twitter, Fuse ranks the artists generating the most "heat" and identifies the stories creating social chatter. Trident debuted a Vine TV spot on Fuse on Sept. 9.
Brokered in conjunction with Starcom MediaVest, the global partnership initially covers Brazil, India, the U.K. and the U.S., and will roll out to other markets in the near future.