• Marketing Week , Thursday, June 7, 2012 9 AM

Kraft Foods is asking independent developers and start-up companies to produce digital marketing projects for its Cadbury brand as part of a wider effort to “fundamentally” change how it builds relationships with consumers. The company will host a series of developer gatherings over the next 12 months to crowdsource digital initiatives for its marketing activity such as Joyville. It follows Cadbury’s first developer event last month where participants competed for the chance to build an app for the brand’s London 2012 sponsorship activity.

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