News & Views

Mondelez / Project Fly

by Contagious Team

Project Fly featured on Fast Co Create

Not to blow our trumpets or anything, but we're rather delighted that our involvement with Project Fly, a marketing innovation incubator created by Mondelez (formerly part of Kraft),  has been featured on Fast Company's excellent Fast Co Create site

For the uninitiated, Contagious' Insider consultancy acts as the strategic and inspiration partner for Project Fly, alongside Argentine agency +Castro, which brings the creative firepower. The goal? Create big bang brand engagements for Mondelez brands.

The first fruit of Project Fly has been Randomfest for gum brand Beldent. Covered in Contagious magazine issue 33, the event featured four stages around a central lighthouse, which randomly illuminated a stage, where one of four bands then played. Artists involved included Babasonicas, Magic Numbers and Mystery Jets, among others. People could vote via a mobile app for their favourite band to play an encore, and watch live on big digital screens to see which band was getting the most votes.

'We're investing in things which we don't really know will work but we know this is the way to learn and produce real innovation,' explained Maria Mujica of the project, director of gum and candy in Latin America, who has been the driving force at Mondelez behind the project. 'We believe this is the path that will lead us to groundbreaking projects, like the Beldent Random Music Fest.'

Have a read of the Fast Co Create piece: 

And here's more from our very own Nick Parish about our experiences of being involved in Project Fly: