By Anthony Ha - TechCrunch
Plyfe, a startup that allows brands to promote themselves through games and rewards, is moving onto mobile today — Plyfe games can now be played on the company’s mobile website, as well as embedded in smartphone apps. The company is also announcing that it has raised $750,000 in bridge funding.
The basic idea: Games are a much more engaging way than traditional advertising for brands to reach consumers and fans. Each game consists of a set of challenges, some of which involve basic promotional stuff like sharing content on social networks, and some of them being more, well, game-like, such as answering trivia questions. When you complete a challenge, you earn tickets that put you in the running for some impressive real-world prizes, such as a VIP NASCAR experience, a meeting with Lady Gaga, back-stage concert passes to Stevie Wonder, and tickets to MTV’s Video Music Awards.
Today’s announcement expands Plyfe’s reach beyond the desktop web and Facebook. Plyfe co-founder and CMO Jeff Arbor argued the company can now reach consumers at “three key digital touch points,” and that the games are “really perfect” for mobile because they offer a lot of “snackable content.” Plyfe games could also start incorporating more mobile-specific challenges, for example tasks that incorporate location data.
Plyfe customers include commerce site Haulerdeals, the United Nations Foundation, andDermStore.
Arbor added that Plyfe raised the bridge round to continue to grow the company and the product, and it can raise a larger Series A once it has more traction. The round comes from Crosscut Ventures, hedge fund owners, and angels, bringing Plyfe’s total funding to $1.75 million.