Dive Brief:
- Candy and snacks distributor Mondelez has signed a deal to bring real-time, video creation to its brands.
- The company has teamed with NowThisNews to build what it calls Blink Studios -- a digital newsroom that marketing teams can use to create news videos in real-time. The goal is allow marketers to respond to news developments by creating and distributing videos within 10 minutes.
- NowThisNews specializes in short-form news videos aimed primarily at mobile and social platforms.
Dive Insight:
Mondelez is rapidly becoming the king of social-media marketing. The snack-food king seems to have mastered the art of snack-sized content. To this day, Mondelez's Oreo-dunking-in-the-dark tweet when the power failed during the Super Bowl is seen as the best example ofhow brands can respond to news events.And Mondelez' deal tointegrate Twitter staff with marketing teamshas produced dividends.
现在Mondelez is taking things one step further, teaming with a company that has mastered digital news (the founders come from Huffington Post) and short-form video. We expect big things -- in small, bite-sized video snippets -- from the partnership.
