Mondelēz International Selects Dailybreak to Partner with Halls Brand in Mobile Futures Program

Share Article

Dailybreak Chosen from Over 120 Applicants for Mondelēz Mobile Futures Program to Partner with HALLS

News Image
“We are thrilled to partner with Dailybreak for Mobile Futures. Their impressive track record in thought leadership and breakthrough innovation in the mobile arena, as well as unique ability to engage audiences is exactly what we’re looking for"

Dailybreak, the digital platform that delivers consumer activation at scale, today announced it has been selected to partner with Halls, a brand owned by Mondelēz International, Inc. (NASDAQ: MDLZ), the world's pre-eminent maker of chocolate, biscuits, gum and candy (formerly Kraft Foods Inc.), as part of the Mobile Futures program.

A first of its kind program, Mobile Futures is shaping the future of mobile by teaming power brands with some of the brightest minds in the space: start-up entrepreneurs. Mobile Futures launched on October 4, 2012 with an open call for startup submissions that drew 126 applications. Out of that number, only 22 survived the first cut, with the final list narrowed to nine after a two-day pitch event at the Mondelēz International headquarters.

Multi-day cultural immersion sessions will kick-start the process of brands and start-ups working together. Representatives from the Halls marketing team will spend an intensive week at Dailybreak’s Boston headquarters, sharing ideas, brainstorming and creating new concepts. The objective is to launch new mobile pilots in just 90 days. In addition, in late Q1 2013, Dailybreak will join other Mobile Futures partners to brainstorm on broader business challenges and help create entirely new ventures. Mondelēz International will then incubate the best ideas over a 90-day period before pitching them to investors.

"Our marketers were truly impressed by the caliber of innovation they saw at our pitch event. They are now eager to continue to work with start-ups to drive high-impact experiences, beyond Mobile Futures, as we continue to march towards a mobile-first strategy," said Bonin Bough, Vice President of Global Media and Consumer Engagement at Mondelēz International.

“We are thrilled to partner with Dailybreak for Mobile Futures. Their impressive track record in thought leadership and breakthrough innovation in the mobile arena, as well as their unique ability to engage audiences has been a proven success. This is exactly what we’re looking for to keep our brand top of mind for consumers," said Gregory Nesmith, Director, US Halls, Sour Patch Kids and Swedish Fish.

“The Dailybreak team is extremely excited to be chosen for the Mobile Futures program. It is an honor that an iconic brand such as Halls selected us and we are eager to get started with them. We believe we’re a perfect fit for a program aimed at fostering innovation, creating new ideas, and activating audiences,” said John Federman, CEO of Dailybreak.

# # #

The Mobile Futures Network

The Mobile Futures Network consists of innovative organizations whose knowledge and experience will be invaluable to the success of the program. Members include: Viacom; AT&T AdWorks; convenience retailers Quick Chek and Kum & Go; incubator partners Prehype and Kicklabs; angel and venture capital investors: First Round Capital, New World Ventures, Commerce Ventures, OCA Ventures, Intel Capital, BlueRun Ventures and Transmedia Capital; the Mobile Marketing Association; the Boston Consulting Group; and agency partners: Ruder Finn, Horizon Media and MediaVest. These organizations will play a key role in various stages of the program by bringing their unique expertise and perspective. For more information on Mobile Futures, please visit

About Dailybreak

The Dailybreak behavioral engagement platform drives rapid consumer participation and action at scale. Dailybreak's innovative content advertising units, called Challenges, are consumer-initiated experiences that incent people to engage with and share a brand’s message. With a network of more than 25 million consumers, Dailybreak provides unique advertising solutions with highly relevant targeting, engaging content and guaranteed results to some of the world’s leading brands including McDonald’s, Anheuser-Busch, Dunkin’ Donuts, Microsoft and Chevrolet. Dailybreak is based in Boston, MA and is backed by Highland Capital, Charles River Ventures and GSV Capital. For more information, visit

About Mondelēz International

Mondelēz International, Inc. (NASDAQ: MDLZ) is a world leader in chocolate, biscuits, gum, candy, coffee and powdered beverages. The company comprises the global snacking and food brands of the former Kraft Foods Inc. following the spin-off of its North American grocery operations in Oct. 2012. Mondelez International's portfolio includes several billion-dollar brands such as Cadbury and Milka chocolate, Jacobs coffee, LU, Nabisco and Oreo biscuits, Tang powdered beverages and Trident gums. Mondelez International has annual revenue of approximately $36 billion and operations in more than 80 countries. Visit and

Dailybreak Contact:
Aidan Bradley
Director of Marketing and Communications

Mondelēz International Contact:
Valerie Moens

Share article on social media or email:

View article via:

Pdf Print

Contact Author

Aidan Bradley
Follow us on
Visit website