Ksubaka has formed a joint venture with 100 million RMB (US$15.3 million) capital to roll out in-store kiosks called ‘playSpots’ across Greater China.
Its partner in the new venture is Hong Kong-listed Fullshare Holdings. They will form a company called Fudaksu, trading as Ksubaka.
The JV says it will engage with “millions of consumers” at the point of purchase in physical retail stores.
Confirmation of the JV follows a successful pilot program in stores in Beijing and Shanghai which partnered with international brands including Clear, Coca-Cola, Colgate, Dove, Head & Shoulders, Heineken, Kellogg’s, Lifebuoy, Nescafe, Oreos, Sunsilk and Wall’s Ice-Cream.
As Inside Retail Asia reported back in September, Ksubaka goes beyond simple consumer engagement, delivering what it describes as “true Moments of Joy’, or ‘MoJos’ created through short, familiar and bite-sized interactive apps leveraging the language of games.
Ksubaka’s bespoke gamified experiences are built around the reasons to believe in the advertised product, making it the hero and bringing consumers into the heart of the brand story. Most importantly these MoJos take place a few feet away from the store shelf, right when consumers are ready, willing and able to make purchasing decisions.
Shoppers are offered to extend the experience to mobile, where they can redeem rewards, collect loyalty points or link to the brand social networks. Advertisers are able to track all campaign metrics through Ksubaka’s world leading real-time online dashboards.
The agreement enables Ksubaka to scale at speed, rolling out more than 20,000 playSpots nationally across mainland China by the end of the year. These playSpots will deliver in excess of 1 million daily consumer engagements.
Explains Julian Corbett, CEO and founder of Ksubaka: “Our joint venture with Fullshare Holdings is the perfect partnership to scale our business in China. The combination of our IP and existing brand relationships and Fullshare’s support to deliver the service is exciting. Ksubaka is defining a new medium for engaging shoppers in a fun and positive way for brands. Brand engagement through Ksubaka is setting a new standard for the industry.”
Fullshare is principally engaged in green building, green urban EPC, EMC services and property development businesses with projects located in cities such as Nanjing and Chongqing and is also expanding its business scope into investment and healthcare.