Mondelēz Experiments With AI for Mooncake Marketing Experience

Lisa Johnston
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Mondelēz International leveraged artificial intelligence for a new marketing experience that timed with a festival it’s long had ties with.  

The No. 21 consumer goods company teamed with computer vision startup D-ID, as well as with Publicis and Digitas Vietnam agencies, on behalf of its Kinh Do mooncake brand in Vietnam. Timed with the Mid-Autumn Moon Festival, Mondelēz developed a website where consumers could bring previous festivals “to life.”

The site used D-ID’s Creative Reality machine learning technology, as well as Group Stitchback, in order to stitch multiple animated faces into a moving image.

To create a personalized Kinh Do greeting, users uploaded a photo taken during a previous Mid-Autumn Moon Festival, and the Live Portrait tech then animated faces in the photo. The video clip and accompanying holiday message could then be shared across social media.

Simon Crowther, Vietnam marketing director at Mondelēz, said the Kinh Do brand has been synonymous with celebrating the festival for more than two decades.

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“This year — more than ever given the current pandemic — celebrating the season with loved ones is vital in upholding the stories of cherished moments in years gone by,” he noted. “Mondelēz is proud to uphold those values by enabling consumers to revisit, personalize and share those cherished memories.”

The company intends to collaborate with D-ID in the future.

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