Mondelez International has signed a global partnership with Twitter to deliver real-time marketing solutions.
Twitter will have dedicated teams for Mondelez in the U.S., Brazil, India and the U.K. to collaborate with local marketers and leverage Twitter's analytics capabilities.
Brokered in conjunction with Starcom MediaVest, the global partnership will roll out to other markets in the near future.
The partnership aims to align Mondelez and Twitter more closely on a global level, to operate in real time across all markets.
"Our recent real-time marketing activities across brands like Oreo, Cadbury Dairy Milk, Wheat Thins and Trident have shown tremendous promise," said Bonin Bough, VP of global media and consumer engagement at Mondelez, who announced the partnership Thursday during the Financial Times' Future of Marketing Summit "We believe that real-time engagement can drive business growth," and the Twitter partnership will enable Mondelez to take its analytics, instant engagement and global scale to the next level, he said.
Twitter and Mondelez are already collaborating on several real-time engagement initiatives, including "Trending 10," the first TV show sourced from Twitter conversation.
Created in a partnership among Trident, Twitter and Fuse music television, "Trending 10" curates trending stories across the music landscape. Fuse ranks the artists generating the most "heat" and identifies the stories driving social chatter by using a proprietary "Heat Tracker" developed in partnership with Twitter.
Trident debuted a Vine TV spot on Fuse on Sept. 9.