Mondel?z International is expanding its Mobile Futures program to Brazil, as it looks to activate new mobile technologies, as well as ignite cultural change in 90 days.

In October, the company vowed to scale existing innovations via its new Mobile Futures program that aimed to collaborate with mobile start-ups. That program as well took 90 days to implement.

?We?re expanding Mobile Futures to Brazil for two reasons,? said Valerie Moens, spokeswoman for Mondel?z International, New York.

?Firstly, Brazil leads in mobile technology and in April 2013, Brazil reached more than 264.5 million new active mobile lines and teledensity of 133.83 access for 100 habitants,? she said.

?The app market in Brazil grew 83 percent in the last year, especially because of games availability.?

Mobile innovation
According to the company, its Mobile Futures program aims to ignite the company's consumer connections by collaborating with start-ups.

When the company launched the program in the U.S., it received hundreds of applications and selected nine start-ups in the areas of social TV, mobile at retail and SoLoMo.

The process resulted in the launch of seven new mobile pilots in just 90 days. Oreo, Chips Ahoy, Trident and Stride were some of the brands that participated.

Mobile Futures Brazil will pair Mondel?z International?s brands with Brazilian start-ups in areas of mobile such as SMS, retail, social and apps.

Five start-ups will be selected to partner with brands in Brazil such as Bis chocolate, Club Social crackers, Tang powdered beverages, Halls candy and Trident gum.

According to the company, the partnership will kick-off with a week-long immersion session, where the brand teams will work alongside their partners to fully experience the startup culture.

The teams will then have 90 days to plan and activate mobile pilots.

Applications to participate have already begun and will remain open through July 21.

After the first step of submissions, selected startups will be invited for a pitch ? a live presentation to all Mobile Future team members.

?In terms of the importance of mobile: mobile is disrupting consumers? path-to-purchase as well as in-store experience, from the aisle to the register,? Ms. Moens said. ?This is driving us at Mondel?z International to think differently about consumer engagement.

?Our goal is to become one of the world?s leading mobile marketers,? she said.

?To get there, we?re planning to invest 10 percent of our global marketing budget in mobile activations and channels across the entire consumer journey.?

According to the company, its Mobile Futures program aims to ignite the company's consumer connections by collaborating with start-ups.

When the company launched the program in the U.S., it received hundreds of applications and selected nine start-ups in the areas of social TV, mobile at retail and SoLoMo.

The process resulted in the launch of seven new mobile pilots in just 90 days. Oreo, Chips Ahoy, Trident and Stride were some of the brands that participated.

Mobile Futures Brazil will pair Mondel?z International?s brands with Brazilian start-ups in areas of mobile such as SMS, retail, social and apps.

Five start-ups will be selected to partner with brands in Brazil such as Bis chocolate, Club Social crackers, Tang powdered beverages, Halls candy and Trident gum.

According to the company, the partnership will kick-off with a week-long immersion session, where the brand teams will work alongside their partners to fully experience the startup culture.

The teams will then have 90 days to plan and activate mobile pilots.

Applications to participate have already begun and will remain open through July 21.

After the first step of submissions, selected startups will be invited for a pitch ? a live presentation to all Mobile Future team members.

?In terms of the importance of mobile: mobile is disrupting consumers? path-to-purchase as well as in-store experience, from the aisle to the register,? Ms. Moens said. ?This is driving us at Mondel?z International to think differently about consumer engagement.

?Our goal is to become one of the world?s leading mobile marketers,? she said.

?To get there, we?re planning to invest 10 percent of our global marketing budget in mobile activations and channels across the entire consumer journey.?

Final Take
Rimma Kats is associate editor on Mobile Marketer, New York