In the mobile arena, Kraft is best known for its iFood Assistant app. But the CPG giant is expanding its mobile strategy beyond apps to integrate it more closely with TV and retail. Speaking at
OMMA Global on Tuesday, B. Bonin Bough, who now leads media and consumer engagement at snack-food giant Mondelez, following the formal split yesterday of Kraft Foods into Kraft Food Group and
Mondelez, outlined four key elements of the company’s mobile strategy:
Video equivalency—We know more and more people watching video on devices, so Kraft started working with cable
and network partners to move more spending to mobile.
Social TV—We’re seeing that when run digital with television we see 2X increase in effectiveness of TV spot; might be able to
increase TV investment
Mobile media—CTR are 4 -6 times higher than online. This feels like more engaged medium and more effective. Mobile is only medium that’s part on entire path
to purchase. We want use to build top of mind awareness through to mobile coupons.
Mobile retail—Looking to work with mobile shopping tools like shopkick or Google Wallet.
As
examples of its approach, he cited Kraft’s partnership earlier this year with Nokia to create a mobile innovation lab for brands including Oreo, Tang, Cadbury and Toblerone. It also partnered
with shopkick on a rewards program for Ritz, and an in-store program for NIlla wafers that used NFC (near field communication) in interactive “shelf talkers” to engage shoppers.