Keeping an Eye Out for Social and Mobile InnovationsBite-size advice from snack-food company marketing veteran Bonin Bough.

Bonin Bough is a gregarious executive for a digital era. Imposing in ambition and wit, the vice president of global media and consumer engagement for Mondel?z International strives for authenticity in his every interaction.

In an effort to energize staid brands, Mondel?z's acceleratorMobile Futuresis deploying new social and mobile innovations. For example, the snack-food company is pairing its Trident gum with mobile music app Lisnr to give consumers exclusive content via TV and social sites.