Deerfield, IL — Mondelez International and venture developer Prehype are joining forces to develop online beta platforms Prankstr and Betabox as part of Mondelez’s Mobile Futures innovation initiative, the company reports.
Explaining that the initiative aims to empower employees to pursue innovation, Bonin Bough, Mondelez vice-president of global media and consumer engagement, adds: “Encouraging our marketers to come up with concepts like Prankstr and Betabox shows how bringing a startup mentality to our company can deliver innovative technologies to market and truly spark intrapreneurship.”
Capitalizing on the popularity of online videos of practical jokes, Prankstr was developed to enable consumers to make, customize and share pranks on their social channels. With Betabox, brands add product samples and marketing materials to the outgoing boxes of compatible e-commerce companies, allowing them to reach a target audience, who are encouraged to use their smartphones to order the products. Once beta testing for the sites is complete, the team will seek seed money to support product development and sales.
According to Mondelez, the platforms emerged during the second phase of Mobile Futures, a program for incubating new mobile ventures in a 90-day time span. Once the company identifies ideas it wants to explore, Prehype builds and launches them.