Food manufacturer Mondel?z International has partnered with five Australian technology startups to pursue innovative mobile marketing.

The partnerships, which are part of its mobile marketing initiative Mobile Futures, will see the entrepreneurs partnered with iconic brands like Cadbury and Philadelphia. The startups, who were chosen through a competitive pitch process, will be given just 90 days to develop mobile marketing solutions for the brands they are paired with.

The partnerships include:

• Snaploader, which uses image recognition to connect images with relevant content, will be partnering with Cadbury Dairy Milk.
• My Shout, an app that allows users to gift their friends with food and drinks at participating cafes, bars and restaurants, will work with Marvellous Creations.
• Issue will drive Philadelphia cream cheeses brand content via a bespoke interactive magazine with shoppable elements.
• Proximiti will use geo-analytics to create personalised consumer experiences that support belVita Breakfast.
• SkiFii have partnered with Cadbury Favourites to use wi-fi and beacon technology to help venue owners better understand and engage with consumers via mobile.

“Mobile use is increasing and theres a lot of innovation coming out of Australian startups to cater for these audiences,” said Anthony Ho, head of marketing services at Mondel?z International. “We want to be leaders in this space and use mobile innovation to connect with consumers and create new experiences with our brands.

“The startup pitches were all of a really high quality and were excited to see how the five startups and brands will work together to create some amazing mobile concepts over the next 90 days.”