Social media advertising has received a big boost of confidence from Mondelez International Inc (NASDAQ:MDLZ). The global snack food maker has just announced new strategic partnerships with Facebook Inc (NASDAQ:FB) and Twitter Inc (NYSE:TWTR).
Mondelez sees success with Facebook campaign
Mondelez International Inc (NASDAQ:MDLZ) said it continues to shift more of its media spending to digital platforms, especially mobile and social media. In a press release today, the company said it has had good results from recent social media campaigns.
Specifically, the snack maker mentioned their branded campaigns for Cadbury Crème Egg, Milka and Nilla Wafers on Facebook Inc (NASDAQ:FB). Mondelez International Inc (NASDAQ:MDLZ) said those campaigns demonstrated that advertising on the social network is able to drive more growth, so they decided to incorporate Facebook advertising into the "core" of their "media investment plans."
The agreement between Facebook Inc (NASDAQ:FB) and Mondelez International Inc (NASDAQ:MDLZ) covers 52 countries, including the U.S., the U.K., Brazil, the Gulf States, France, Indonesia and India. It goes further than a traditional media buy, allowing Mondelez to opt into Facebook's beta-testing programs as well as access its research and participate in "capability building through immersion days in priority markets."
Mondelez partners Twitter for SXSW Interactive Festival
In a separate press release, Mondelez International Inc (NASDAQ:MDLZ) announced that it would host an Oreo Trending Vending Lounge on Twitter Inc (NYSE:TWTR). The company defines that as "a space that will deliver deliciously hyper-personalized and customized snacks based on real-time data collection.
The virtual lounge will be geared toward those who attend the SXSW Interactive Festival. Mondelez said the Oreo Trending Vending Machine made the creative space possible. The company defines that as "a new way of imagining the future of snacking distribution and consumer engagement through increasing connectivity and customization."
Mondelez International Inc (NASDAQ:MDLZ) said the Trending Vending initiative allows consumers to create their own unique Oreo flavors and colors to design and customize their own snacks. The company also said they're creating the cookies in "real time with experimental 3D printing technology."
How Twitter's Oreo machines work
Twitter Inc (NYSE:TWTR) will power two custom-made vending machines at the SXSW festival, enabling them to create and eat custom Oreo cookies based on social conversations were are trending. Users begin by browsing a list of trending flavors and then choose from 12 flavors and crème colors. Then they watch while their unique Oreo cookies are built.