Mondelez Backs New Social Media, Ecommerce Strategies

Mobile Futures program encourages employees to be more entrepreneurial

Mondelez, Prankstr

Prankstr: Applying content-creation tools to humor

With 50 million prank videos on YouTube, Mondelez identified an emerging opportunity to provide consumers with a tool to help them craft funny content. Users can customize a selected prank and post it on their social channels. Once the task is complete, Prankstr aggregates the reactions into a fun video to share.

“With Prankstr, we’re merging two of the fastest growing trends on the Internet: prank-based videos and content creation tools. Pranking is just the first genre we’re going to reinvent. Ultimately, we’d like to enable users to be more effective and engaging storytellers across all types of stories they tell on social,” said Lauren Fleischer, senior associate brand manager for Mondelez. “Mobile Futures provided us with an opportunity to rethink the way consumers tell stories and allowed me to step outside my daily role and turn my entrepreneurial idea into something tangible.”

In this pilot phase, Prankstr is being offered to users in beta form. After launching Prankstr with initial company seed funding, the team is seeking investors for additional funding with the goal of launching a suite of storytelling tools that consumers can leverage on social media.

Betabox: Changing the face of product sampling

Betaboxenables brands to target their product samples at specific consumers by distributing them through reputable ecommerce partners. Betabox also engages sample recipients with a mobile platform that brands can customize to promote content, special offers and social sharing incentives.

The platform allows brands to insert samples into the outgoing boxes of compatible ecommerce companies with marketing material that encourages recipients to use their phone to engage further with the sampling brand.

“Mondelez International knows the importance of product sampling and the associated challenges well. Through Betabox, brands can sample their products with more accurate targeting, cost-effective distribution and better program analytics than traditional methods,” said Hadley Schafer, senior associate brand manager for Mondelez. “Betabox is a new and unique way for consumers to easily interact with brands via mobile.”

After completion of the beta testing, the team will be looking for seed funding to finance product development and sales.

Prehype is a venture-development firm with offices in London, Copenhagen and New York.

Mondelez International, Deerfield, Ill., is a global snacking manufacturer, with 2013 revenue of $35 billion. Creating snacks in 165 countries, Mondelez is a provider of chocolate, biscuits, gum, candy, coffee and powdered beverages, with brands such as Cadbury, Cadbury dairy milk and milk chocolate, Jacobs coffee, Oreo, LU and Nabisco biscuits, Tang powdered beverages and Trident gum.