YO! Sushi gets gaming with Kiip
13 August, 2012
Kiip, the US-based tech start-up that gives people prizes for playing games on their smartphones, is launching its first UK brand tie-up - with YO! Sushi.
The deal will see YO! offer prizes of food or discount deals at its restaurants for people who play games linked to Kiip. The rewards are distributed partly on skill at the game and partly by chance, and will be localized to London.
Kiip has made a big splash in the US by partnering with big names including Disney and Pepsi, and now has around 500 different apps and tie-ups with more than 50 brands—but YO! is the first non-US company to sign on. Founder and CEO Brian Wong told The Next Web: “We were setting our sights on London specifically… It [YO! Sushi]’s our first global partner in London and we’re very excited about it.”
Kiip’s model of using rewards rather than direct ads is interesting, and Wong claims it is more successful that straightforward offers, with a 22% redemption rate. YO!’s trendy, youth-focused brand is a natural partner for the UK launch.
Kiip is seeking to build further in the UK, and Wong said his company would shake up digital marketing. “Advertisers are seeing this mobile activity is too big to ignore so we’re showing them that the traditional banner ads are not the only solution as everyone is already aware they are a nuisance. We’ve seen a lot of adoption with bigger brands that we have also worked with in the States and it’s good to see this transfer here as well.”