• by Mark Walsh  @markfwal, May 20, 2014

How does Mondelez International follow up the tweet heard round the world? We know it wasn’t by trying to pull off another clever Oreo tweet during this year’s Super Bowl. In a keynote conversation at OMMA Social on Tuesday, Laura Henderson, associate director, media & communications , at Mondelez, explained the CPG giant has focused on making the planned spontaneity of that effort repeatable and consistent over time.

To that end, the company recently set up Blink Studios, a real-time video-production operation developed in partnership with social media news network NowThisNews. Brand teams have access to NowThisNews’ creative and production teams, and equipment to capitalize on breaking news with short, shareable videos. “Were really trying to hit at the right moment,” said Henderson.

Mondelez brands that also include Ritz, Wheat Things, Trident and Velveeta among others sign up for quarterly commitments to Blink Studios to create varying amounts of content depending on the brand. The process typically involves a morning editorial call among brand team, agency, and lawyer (you can't be too careful) to look at trending stories to possibly play off of.