Mondelez International, which makes Oreos, Cadbury chocolate and Trident gum, said Thursday that it signed a deal with Twitter that will allow it to better analyze the effectiveness of its social media marketing in real time.
The deal will provide dedicated Twitter teams for Mondelez in the U.S., U.K., India and Brazil, with more countries expected to roll out later. Deerfield-based Mondelez said the partnership, the first of its kind between a company and the social media site, will significantly advance its ability to instantly engage with consumers and study the value of its advertising efforts online.
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A presence on Twitter and Facebook has become an integral part of many businesses’ marketing plans. Mondelez has said it has found strong success with recent real-time marketing efforts across brands like Oreo, Cadbury Dairy Milk, Wheat Thins and Trident.
Perhaps the company’s most successful Twitter marketing effort came during the Super Bowl power outage, when ad teams sent out a simple tweet — “Power out? No problem” — with a link to a photo of an Oreo with the tagline “You can still dunk in the dark.” It was re-tweeted more than 15,000 times.
The Financial Times, the first to report the news Thursday, said the deal includes an ad spending commitment but also gives Mondelez preferential advertising rates.
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