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.

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