The concept for Betabox originated from Mondelez’s Mobile Futures initiative, which was established in 2012 to create and incubate mobile ventures by pairing startups with Mondelez brands. Creative genesis for Betabox came from Mondelez, and venture development firm Prehype stepped in to help build and launch the platform.
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Looking forward, “The first step is to roll out the service and platform to VaynerMedia’s existing brands,” explained Byrd. “Over the next few months we will be developing product sampling campaigns for several of our clients. From there, we will continue expanding the offering so that it becomes a regular part of our CPG client's quarterly and annual plans.”
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