Kiip launched a new self-serve platform Tuesday that allows marketers to create and run their own consumer reward mobile campaigns.
The startup, founded by 30 Under Thirty alumnus Brian Wong, ran a private beta to test the DIY platform over the past five months with more than 50 brands, including Hulu and Hotels.com. During the beta period, companies ran more than 100 campaigns and the results are promising.
According to Kiip, the test campaigns saw an average of 5% – 7% engagement by offering consumers rewards for their achievements in apps. For example, someone using a fitness app may receive a discount on a pair of shoes for logging a run. Participating companies gave away free cab fare, discount codes, subscription trials and free movies.
Prior to the launch of the new platform, brands and their agencies needed to work directly with Kiip to create rewards programs. With the self-serve platform, Kiip’s head of marketing Michael Sprague said he expects more small businesses to start running campaigns.
Using the platform, marketers decide what to give away, then choose who to give it to from Kiip’s network of 1,500 apps. The platform also offers live analytics.
Vancouver Whitecaps use Kiip to reward fans
The self-serve program launches as Kiip comes off a successful program with the Vancouver Whitecaps soccer team. For the final game of its 2013 season, the Whitecaps used the service to reward fans who downloaded the official ‘Caps App with a $2 gift card from Amazon each time they scored a goal.
The team’s 3-0 victory led to three offers throughout the game. The initiative was co-run by Kiip and the Whitecaps’ mobile development shop, Atimi, which also lists the Vancouver Canucks, ESPN and The New York Times as clients.
The campaign delivered a 12% click through rate on the mobile offers and a 61% open rate on the e-mail containing the deal.
