Kiip continues to build its relationships with the ad world, announcing today that it has partnered with VivaKi, the digital innovation arm of Publicis Groupe.
The startup pitches its model, where brands can offer rewards at key moments in mobile games and other apps, as a new form of advertising. Kiip announced last year that Interpublic Groupe (which, like Publicis, is one of the four big ad holding companies) was a strategic investor.
Kiip says it has already worked with Publicis brands including Procter & Gamble, Mars, and Georgia Pacific. However, it sounds like the partnership creates more of a structure for VivaKi to bring Kiip rewards programs to Publicis brands and agencies. This will also provide Publicis with exclusives or early access to some Kiip features.
These kinds of partnerships aren’t new to VivaKi — it runs a ventures program that’s less focused on making cash investments and more on connecting startups to other parts of Publicis. Partnerships announced last year include SparkReel and Nativo.