Dive Summary:
- Cadbury owner and Oreo maker Mondelez's new marketing deal will embed dedicated staff teams from Twitter at its global offices in the U.K., Brazil, India and the U.S.
- Starcom MediaVest is also involved in the deal, which will see the Twitter teams work with marketers and make the most of the platform's marketing capabilities, additionally providing Mondelez with preferential ad rates, customer research and "brand boot camps."
- Mondelez's Super Bowl power outage ad scored a touchdown among tweeters, being retweeted and favorited over 18,000 times as one of the most talked-about ads that night.
From the article:
... Bonin Bough, Mondelez’s vice-president of global media and consumer engagement, said: "We truly believe that real-time engagement can drive business growth.
"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 at the forefront of real-time innovation." ...