Perk purchases Viggle to broaden mobile rewards offerings
Digital rewards platform developer Perk is acquiring mobile platform Viggle, an investment which will bring the former's clients a more comprehensive method for appealing to and engaging smartphone-savvy consumers.
The acquisition means that Perk will have the rights to the Viggle name as well as all of its digital properties, including its main mobile application. Perk now has access to the 10 million users on Viggle, who are interested in engaging with a brand to score points and freebies, an important audience for Perk?s clientele.
?The planned acquisition of Viggle is a huge step for us as we pursue our vision of an interactive, rewarding environment that benefits both consumers and brands,? said Adam Salamon, co-founder and chief operating officer of Perk.com Inc. ?We are excited to bring Viggle?s top-tier Sales Team and suite of products into the Perk family because our users will now have access to even more great rewards, and our brand partners have more ways to engage target audiences.?
A rewarding partnership
Through listening technology, the app determines which content the user is engaging with to effectively log participation time. Perk is a developer which focuses on providing rewards solutions through digital properties.
Perk hopes to leverage Viggle?s optimized, cloud-based app with its substantial number of users as well as its ad-sales team and access to big name brand relationships. The company is hoping the acquisition will help secure a strong position within the rewards industry, especially now that it has become so interspersed with mobile.
Mobile is becoming a big part of rewards and in appealing to consumers. Brands are also becoming more aware of how important rewards are in engaging customers.
Creating loyal customers
For instance, Hilton Worldwide recently rewarded its HHonors members by enabling them to be the first to receive access to its Digital Key feature, which allows guests to unlock their hotel rooms via their mobile device (see more).
Also, Unilever?s Axe leveraged an in-store partnership with Walmart designed to attract the brand's young male audience with relevant music downloads on mobile as a reward for purchasing products (see more).
The emergence of the rewards industry allows companies such as Viggle and Perk a significant stance within the market. The acquisition is likely to solidify both brands with a more important role.
?Viggle has done a great job and their suite of products and engaged user base are tremendously valuable,? Mr. Salamon said. ?We will continue to support and grow Viggle properties as part of our overall rewards ecosystem to benefit our collective user base and brand partners.?
Brielle Jaekel is editorial assistant at Mobile Marketer