Mondelez Taps QuizUp to Mobilize On-Pack Codes

Teams up with One Direction for second year

For years, packaged-goods brands have relied on marketing tactics that ask consumers to cut out the codes found on packages to drive sales. In exchange for mailing in these codes, shoppers typically get coupons or rewards weeks later, but a new program with Mondelez International and mobile app QuizUp aims to speed up the coupon-redemption process by going digital.

This is the second year that the snack company has partnered with British boy brand One Direction—which has a seemingly endless fan base known as "Directioners"—to help scale the program across five brands.

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