Mondelez World Travel Retail (WTR) has launched two interactive campaigns from Toblerone and Milka, which, the company said, highlight its approach to enhancing the consumer experience through digital technology.
The mobile games can be accessed through QR codes and are available to all delegates at the TFWA World Exhibition from 30 September until Thursday 3 October 2019.
The interactive games are the latest element in the Mondelez WTR digital strategy which was revealed at the 2017 TFWA World event. The company has since presented several digital innovations in travel retail, including the use of augmented reality and holographic technology at a permanent Toblerone space at Dubai Duty Free.
In May Mondelez WTR collaborated with Dufry to launch an air hockey game at London Stansted Airport for its new Cadbury Biscuits Collection and rolled out a kicker unit to celebrate the Cadbury Premier League partnership.
Mondelez WTR partnered with Gebr Heinemann for the global launch of a digital Toblerone sleeve printer at Istanbul Airport and introduced an interactive Milka ‘Share your kindness’ activation.
Mondelez WTR will feature the Cadbury kicker and the Toblerone sleeve printer at this week’s TFWA World Exhibition (Riviera Village, Stand RG5).
The Toblerone sleeve printer is regarded as Mondelez WTR’s most innovative personalisation element to date. It is the focus of the first mobile game, which requires users to catch falling letters with a digital Toblerone bar. The personalised Toblerone bar can then be claimed at the Mondelez WTR stand.
The second game was inspired by the Milka ‘Share Your Kindness’ campaign. In a race against the clock, players are invited to match together various acts of kindness. Successful players will be rewarded with a ‘Lila the Cow’ plush toy.
Mondelez WTR Head of Customer Development Richard Houseago said: “Millennials are becoming more and more important for travel retail, and confectionery is an increasingly relevant choice for them.
“Back in 2012, millennials accounted for less than half of global air traffic and airport duty free confectionery gift spend (43%). However, in 2018, more than half (53%) of passengers were millennials, and they grew their share of confectionery gift spend even further (57%).”
Houseago said digital is “ingrained in Mondelez WTR’s Delighting Travelers vision” and is the cornerstone of the company’s campaigns.
“With these online games, we would like to invite delegates to experience what Next-Gen travellers do throughout their trip; from mobile to store [Mondelez stand], to collecting sweet rewards to take home.
“This omnichannel approach is integral to how we’re successfully tackling the channel’s key challenges. We hope these fun games will inspire the industry, and we look forward to ‘delighting delegates’,” Houseago added.
