SYDNEY: Initial results from the Mobile Futures initiative launched back in May by Mondelez have exceeded the hopes of the snack foods giant, with some of the pilots reporting conversion rates of up to 50%.

Five of its brands, including Cadbury Dairy Milk, Marvellous Creations, Cadbury Favourites, Philadelphia cream cheese and belVita breakfast biscuits, partnered with five start-ups for a 90-day program to develop and scale mobile solutions to business problems.

Anthony Ho, head of marketing services for Mondelēz, told Ad News that the conversion rates he was seeing from the pilots were much higher than those for traditional marketing activity and had "surpassed expectations".

One of the issues addressed was that of location-based marketing. BelVita worked with Proximiti on a services platform that delivered personalised content to direct the path to purchase. This achieved click-through rates of 32% and 43% redemption rates of an offer.

A related development, championed by Cadbury Favourites and SkyFii, focused on the use of wifi to engage with people on mobile devices in stores, better understand consumer behaviour and measure purchase conversion. While no specific figures were released, Ad News reported that SkyFii are in talks about how this can be used by Cadbury's brands across Southeast Asia.

Taking sampling into the digital age, Cadbury Marvellous Creations and MyShout came up with a mobile app to gift chocolate bars to friends. The target click through rate was exceeded and an overall claim rate of 11.7% reported.

A new take on content marketing came from Philadelphia and Issue, which, after just 23 days, launched a mini-magazine for mobile and tablet readers, which reached 75,000 people.

Flagship brand Cadbury Daily Milk paired with Snaploader to explore how image recognition and an augmented reality app could bring the brand's range of flavours to life. This got more than 1,100 downloads in the first week.

Data sourced from Ad News; additional content by Warc staff