Mondelez International has signed a marketing deal with Twitter that will see the social network have dedicated teams working for the Cadbury owner in the UK, the US, India and Brazil.

The snacks giant said the agreement would help it “deliver real-time marketing solutions”.

With the increasing use of tablets or smartphones in the home, even while watching TV, and the rise of social media, marketers are faced with a challenge of how to grab consumers’ attention. Companies are looking at how to harness the real-time trends or conversations generated from the likes of Twitter or Facebook to gain attention for their brands

During the Super Bowl in February, Mondelez’s Oreo brand reacted to the lights going out during the game with a Tweet that read “You can still dunk in the dark”.

Last week, the company broadcast a TV ad for gum brand Trident based on Twitter’s video service Vine on music TV station Fuse.

“Our recent real-time marketing activities across brands like Oreo, Cadbury Dairy Milk, Wheat Thins and Trident have shown tremendous promise. We truly believe that real-time engagement can drive business growth. The partnership with Twitter will allow us to take our capabilities to the next level in terms of analytics, instant engagement and global scale and be on the forefront of real-time innovation,” Bonin Bough, vice president of global media and consumer engagement at Mondelez, said.

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