Mondelēz’s Big Mobile Bet

Four months ago, Mondelēz (formerly Kraft) made a splash with its “Mobile Futures” program, which which aims to help the consumer goods company find startups solving real challenges for brands in mobile. Mondelēz also said it would dedicate 10 percent of its global marketing budget to mobile.

Now it’s chosen its first partner, Dailybreak, a website and mobile app that lets people kill time participating in games, puzzles and trivia, known as challenges, to unlock points that can be redeemed for prizes. The five-year-old Dailybreak boasts a platform that reaches 25 million consumers monthly.

Dailybreak will work with Mondelēz’s Halls brand on a yet-to-be-determined initiative aimed at youth. In a sign of just how close brands are getting to startups, the Halls brand marketing team of four is spending a week in the Dailybreak offices in Boston. The idea is for both sides to hatch plans for working together within 90 days.

Mobile Futures launched Oct. 4, with an open call for startup submissions, which drew 126 applications. Out of that number, only 22 survived the first cut, with the final list narrowed to nine after a two-day pitch event at the Mondelēz headquarters. Dailybreak was chosen by the brand marketing team at Halls during the two-day pitch event.

In the next month, Dailybreak will join other Mobile Futures partners to brainstorm on broader business challenges and help create entirely new ventures. Mondelēz  will then incubate the best ideas over a 90-day period before pitching them to investors.

“We are looking to deepen the relationship with consumers on mobile,” said Mindee Elam, senior brand manager from Halls. “With Dailybreak, it is the consumer that forges and initiates the conversation with the brand, when they chose to participate in a challenge. That’s different than a person commenting or liking a brand-initiated post on Facebook.” 

Scope recently worked with Dailybreak to create a challenge that educated users about the definition of “social courage.” People were asked to participate by submitting pictures of themselves and friends demonstrating this characteristic. The idea is that Scope gives consumers the confidence to be bold.

Dailybreak helped Scope create a branded montage video of people being bold. An example of being bold would be making friends with strangers in random places. Dailybreak users spent an average of five minutes engaging with the Scope brand. And 95 percent of users watched the Scope “Social Courage” video. About 45 percent of users uploaded a photo.