NEW YORK: Mondelez International, the global snacks company, is moving beyond the "planned spontaneity" characterising most real-time marketing by making online video a key part of its strategy in the digital space.
Laura Henderson, the firm's associate director/media and communications, discussed this subject while speaking at OMMA Mobile, a conference organised during Internet Week 2014.
As the parent of Oreo, the brand that effectively kick-started the real-time marketing revolution with a tweet following the blackout at the 2013 Super Bowl, Mondelez International knows real time can be very powerful.
But rather than continue to simply set up a "war room" for major events and chime in with simple tweets or images surrounding topical news stories, the firm is seeking a replicable and sustainable model for video.
"I think what's happened is every brand has a comment on everything that happens," said Henderson. (For more, including creative examples, read Warc's exclusive report: Mondelez International makes major play on real-time video
"Nobody's really cracked real-time video. And I think the notion of high- fidelity, high quality in response to what happens in the news is a really interesting proposition."
The result was Blink Studios, a "first of its kind" real-time ad unit allowing it to make and distribute video at a rapid speed across multiple platforms.
It was based around a tie-up with Now This News, a start-up media company delivering video content for services ranging from YouTube and Facebook to Snapchat and Vine.
"You hear of a lot of brands building a newsroom in their organisation. For us, the right approach was to find the right partner and actually plug in to their newsroom."
"Now This News is a social media news network born in the mobile age, really focused on how the news is changing, and how people are changing how they consume information."
Several brands are at varying stages in leveraging the combined resources of Blink Studios and NowThis News, a group that includes Halls, belVita, Wheat Thins and Oreo.
Data sourced from Warc