Mondelez sells Betabox incubated tech project to VaynerMedia

The platform helps brands target product samples via their e-commerce partners.

Mondelez sold the Betabox platform to VaynerMedia
Mondelez sold the Betabox platform to VaynerMedia

DEERFIELD, IL: Mondelez has sold Betabox, a project incubated through its Mobile Futures program, to digital marketing firm VaynerMedia.

Mobile Futures is Mondelez's startup program, which helps employees develop and incubate ideas within 90 days. 

Betabox is a mobile platform that enables brands to target product samples through e-commerce partners. It helps companies promote special offers and share social initiatives by encouraging users to, for example, tweet for a free sample.

It was created and incubated in collaboration with venture developers Prehype.

Betabox has been snapped up by VaynerMedia, which describes itself as a "social-first digital shop," for an undisclosed sum.

"As part of the Mobile Futures program, we empowered our employees to be more entrepreneurial and provided them with a unique opportunity to launch their own startup," said Bonin Bough, VP of global media and e-commerce at Mondelez. "The fact that our startup piqued the interest of a leading marketing agency such as VaynerMedia is a testament to the entrepreneurial spirit we were able to spark within our organization."

Gary Vaynerchuk, CEO of VaynerMedia, added that "as a retailer at heart, sampling has always been an area of interest to me, and Betabox is a great platform for us to leverage so we can expand our sampling capabilities."

This story originally appeared on Marketing.

Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Register
Already registered?
Sign in

Would you like to post a comment?

Please Sign in or register.