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Mondelez Announces Twitter Tie-Up

Published on Sep 16 2013 3:34 PM in Technology

Mondelez Announces Twitter Tie-Up

Oreo-cookie maker Mondelez has struck a first-of-its-kind partnership with Twitter in a bid to bolster its real-time marketing prowess.

The agreement will see the social media site supplying teams to work for the Cadbury owner in the US, the UK, Brazil and India.

The FMCG giant said the agreement would help it "deliver real-time marketing solutions".

"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. 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," Bonin Bough, vice-president of global media and consumer engagement at Mondelez, said.

News of the deal comes as Twitter continues to build its share in the advertising market ahead of its highly anticipated initial public offering, which could come as soon as early 2014.

The social media site is forecasted to capture around $580 million in advertising spending this year, double the $290 million it took in 2012, according to reports.

Mondelez's Oreo brand showed their awareness of the importance of 'real-time' social media activities earlier this year when they reacted to the stadium lights going out at the Superbowl with a tweet reading 'You can still dunk in the dark'.

© 2013 - ESM: European Supermarket Magazine by Ellen Lunney



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