Mondelz International has launched a program to invest in the mobile space through startups and entrepreneurs. The company will pair five of its brands with five startups to invest in existing projects over a 90-day period in what it calls Mobile Futures Australia.
The company plans to work with existing projects operating in the mobile space. It will pair Cadbury Dairy Milk, Marvellous Creations, Cadbury Favourites, Philadelphia Cream Cheese and belVita with five different startups to scale existing mobile innovations according to the company.
Selected startups will work with one of the five brands to activate pilot programs within 90 days. Mondelz said the brands will begin by spending a week with their respective startups, getting to know the organisations.
Current members of the network include Evol8tion, Pollenizer, LBMA, Hub Australia, MMA, BlueChilli, TechBeach Manly, Spacecubed, Startmate and ATP Innovations, Inspire9 and Angelcubed.
Mondelz International vice-president of global media and consumer engagement, Bonin Bough, said around half of Australian consumers' online activity occurs via mobile or tablet devices, but said there is a big gap between that mobile usage and advertising investment.
"Digitally savvy markets like Australia will play a lead role in our plan to invest 10 per cent of our global marketing budget in clever and engaging mobile activations that span the entire consumer journey.
"Our goal is to become one of the top mobile marketers in the world, and Mobile Futures is one very exciting program that will help us get there."
The program was launched in the US and Brazil in 2013. This is the first local iteration of the initiative. Mondelz said it is about understanding and embracing the startup entrepreneurial spirit.
During launch events in Sydney and Melbourne during May, Mondelz will issue an open invitation to Australian startups working on mobile applications to participate in the program. Applications are open until 5pm on June 1.