Triggerhouse

Mondelez International: IPO Launch

Times Square; New York City, NY

Challenge

Debut its IPO with an event to promote consumer awareness and create social buzz in Times Square. With limited set-up and strike timeframes, a cost and time-effective fabrication plan was a must as well as an easy social sharing platform. On top of it all, a sampling task to distribute over 20,000 free Mondelez product samples in under 8 hours was on the to-do list.

Approach

With a choreographed restocking and distribution plan, a crew of over 50 brand ambassadors, and Mondelez characters armed with bags of products set out to canvas every step within two blocks of Times Square. Using a state of the art application, street teams were able to use a basic iPhone camera, and wirelessly push the photos to a central photo station where consumers would receive photos to share with their family and friends. Digital tags were integrated into the photos, allowing for easy consumer tracking and analytic tracking. All infrastructure were designed for mobility and rapid deployment.