Mondelez to embed Twitter staff in its marketing teams

Mondelez has signed a marketing deal that will see Twitter staff based at the Cadbury-owner's global offices, including in the UK, Brazil, India and the US.

Oreo: Mondelez's biggest moment on Twitter during the Super Bowl power cut
Oreo: Mondelez's biggest moment on Twitter during the Super Bowl power cut

Twitter will deploy dedicated teams at various Mondelez locations to collaborate with local marketers and make the most of Twitter as a marketing tool. The partnership initially covers the UK, Brazil, India and the US, but will roll out to other markets in the near future.

The agreement, which was brokered in conjunction with Starcom MediaVest, reportedly offers Mondelez preferential ad rates, and gives it access to custom research and "brand boot camps".

Bonin Bough, Mondelez’s vice-president of global media and consumer engagement, said: "We truly believe that real-time engagement can drive business growth.

"The partnership with Twitter will allow us to take our capabilities to the next level in terms of analytics, instant engagement and global scale and be at the forefront of real-time innovation."

Adam Bain, Twitter’s president of global revenue, added: With a rapid consumer shift toward mobile usage, companies must plan for the moment to ensure their brands remain relevant and in touch with the interests of consumers."

Earlier this year, Mondelez scored a homerun with Twitter during the Super Bowl, when there was a power cut that led to the lights being out for 35 minutes. As soon as the power went down, Mondelez brand Oreo and its agency went to work on an ad that was quickly tweeted.

Within an hour, the Oreo ad, with the caption, "Power out? No problem", had been shared more than 10,000 times on Twitter and went on to be retweeted and favourited more than 18,000 times. It became one of the most talked-about ads on Super Bowl night.

At a time when TV spots were being sold for up to $4m (£2.5m), the Twitter ad was essentially free.