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EAST HANOVER, N.J. — Mondelez International has kicked off a multiyear national collaboration with iHeartMedia, the multiplatform media provider.
Mondelez said Thursday that for the partnership, led by its Nabisco brand, the companies will work together on initiatives to position key products in the conversations and media space that iHeartMedia provides. As a first step, iHeartMedia is supporting Nabisco in celebrating the brand’s 115th anniversary with the launch of “115 Moments of Joy” campaign.
Each day for the rest of 2016, Nabisco will give consumers nationwide a chance to win daily prizes to commemorate its anniversary. iHeartMedia is supporting the effort via DJ giveaways on iHeartMedia stations and through iHeartRadio, its all-in-one digital music and live streaming radio service,.
“We know our consumer looks to us to provide their favorite quality snacks,” stated Stephen Chriss, senior director of marketing activation and media for North America at Mondelez. “Putting Nabisco and our brands into the cultural conversation is a key strategy for us, and iHeartMedia — through its vast network and sought-after talent — is uniquely qualified to support this mission.”
Mondelez International is working with iHeartMedia to deploy a consumer touch-point program featuring on-air spots, DJ mentions and product sampling, as well as a presence on iHeartMedia’s social channels and relationships with top on-air personalities Ryan Seacrest and Elvis Duran. The Nabisco product portfolio also has the category exclusive sponsorship of the 2016 iHeartmedia Jingle Ball Tour.
“We are very excited to be partnering with Nabisco to further the reach of their brand and products and bring exclusive content such as the 115 Moments of Joy to millions of iHeartMedia listeners across the country,” commented Rich Bressler, president, chief operating officer and chief financial officer for iHeartMedia. “iHeartMedia has the natural ability to connect with fans in meaningful ways through our robust collection of broadcast, digital, mobile, social and live event assets, and we look forward to amplifying Nabisco’s initiatives in a big way.”
Mondelez added that Nabisco has also tapped into its close relationships with Facebook and Pinterest to provide a social media component to the 115 Moments of Joy campaign. The snack and confection product maker the social platforms will help Nabisco products top-of-mind while customers are in-store.
