Mondelez International is capitalizing on the growing popularity of music streaming platforms with a new multi-year collaboration with iHeartMedia, designed to strategically place its Nabisco brands? content across the service?s social and digital channels.

The consumer packaged goods company is teaming up with iHeartMedia in an effort to distribute its Nabisco brands? marketing material in a culturally relevant space ? one also used by plenty of younger consumers. As CPG marketers brainstorm the most optimal ways to achieve breakthrough mobile moments, turning to music streaming platforms could be one potentially fruitful avenue to explore.

?Our partnership with iHeartMedia is multi-faceted and leverages its multiplatform capabilities,? said Stephen Chriss, senior director of marketing activation and media, North America at Mondelez International. ?Much of our partnership communication is anchored in radio but also very much in iHeart?s digital and social channels.?

Mobile moments of joy
The first wave of the iHeartMedia partnership will see the music streaming service support Nabisco?s 115^th anniversary campaign, titled 115 Moments of Joy. Each day for the duration of 2016, Nabisco is offering consumers the opportunity to win daily prizes that celebrate the milestone in unexpected ways.

IHeartMedia will roll out multiple DJ giveaways on its live streaming radio service, which can be accessed via the iHeartRadio mobile application.

Other creative content distributed across iHeartMedia?s social and digital channels will include recipes, snack ideas and sweepstakes. Mondelez will also foster relationships with well-known on-air talent, such as Elvis Duran and Ryan Seacrest.

As the year progresses, individuals will also be privy to content centering on football tailgating ? an activity that lends itself well to snacking. Additional marketing materials will be introduced to coincide with Halloween trick-or-treating as well as the upcoming holiday season.

Per Mr. Chriss, Mondelez will also showcase content promoting Nabisco?s sponsorship of the iHeartMedia Jingle Ball Tour.

?We plan to have a full content calendar to engage and keep our consumers interested in our brands for all their snacking needs and so much more,? Mr. Chriss said.

Unpacking social content
Nabisco is extending its relationships with Pinterest and Facebook as part of the 115 Moments of Joy campaign. The brand plans to introduce Facebook Live experiences and bring Pinterest boards to life for select winners of its contests.

It hopes that these social activations will help keep its products ? which include Oreos, Triscuits and Ritz Crackers ? top-of-mind for consumers browsing for Halloween, holiday or tailgating snacks.

Mondelez has recently ramped up its presence on social media and mobile channels with a slew of game-centric campaigns.

A Mondelez executive at the MMA Mobile Marketing Leadership Forum stressed how important quality is with mobile content, something the company discovered firsthand when a game developed for the Oreo brand originally saw only 14,000 downloads, but then leaped to 4 million organic installs after a game developer was brought in (see story).

Mondelez is currently planning a number of mobile games for its biggest consumers packaged goods brands that are expected to be commercially viable and compete against standard games, with a Sour Patch Kids entry slated for later this year (see story).

However, tying in its Nabisco products with culturally relevant activities and holidays will likely yield the most optimal brand awareness.

?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,? Mr. Chriss said. ?We know our audience is tuning in to the great content iHeart provides, therefore this partnership is a perfect way for us to reach them in a new way.

?We have a full tool box of media and content to engage our consumers and shoppers,? he said. ?Our increased investment in radio is key to reaching consumers in just one additional way that they are consuming media.?