Mondelez partnered with 360Dialog and their agency to design a data-driven activation that combined creative promotion with conversational technology. Rather than directing participants to external websites, the entire experience lived within WhatsApp, allowing for immediate engagement and richer data capture.

Reaching Festival-Goers Across Every Touchpoint

The agency led the promotional strategy, distributing unique QR codes across out-of-home media, banners, TV screens, sampling stands, retail stores, and street vendors throughout the festival grounds. By assigning a distinct keyword to each entry point, the team could finally see which channels genuinely influenced festival-goers, a level of clarity previous events lacked. This approach transformed what had been guesswork into measurable insight.

Building a Conversational Journey That Delivered Value

The WhatsApp bot was structured to create a seamless four-step experience. After scanning a QR code, participants entered a conversation that felt natural rather than transactional. They answered initial questions, completed a personal data form, and then received something unexpected: an hour later, Trident users were invited to explore Club Social Snack, and vice versa. This cross-brand invitation wasn't just clever marketing; it extended engagement beyond a single interaction and introduced participants to complementary products they might not have considered.

The final step invited users to complete a quiz, building a foundation for future promotional campaigns whilst giving participants a reason to stay connected after the festival ended.

Real-Time Management and Performance Tracking

Throughout the five-day festival, the agency monitored campaign performance in real time, identifying which entry points generated the most qualified leads and making adjustments on the fly. This active management, combined with 360Dialog's technology ensuring data accuracy and automation reliability, meant the activation could adapt to participant behaviour as it unfolded rather than waiting for post-event analysis.