Q & A with Brian Wong

Can you give us a little background on your story and Kiip?

I was born in Vancouver and ended up skipping four K-12 grades. I graduated from the University of British Columbia at 18 and went to work in Silicon Valley for Digg. When Digg came upon hard times, I unfortunately got let go. In 2010, I started Kiip with my fellow co-founders and we’ve been at it ever since. Last year, we were named one of the world’s 50 Most Innovative Companies by Fast Company. We even beat Microsoft ;).

One of our main challenges is educating the marketplace of the true meaning of the “moment.”

Kiip is a mobile rewards network that delivers serendipitous rewards for achievement moments in apps and games. Essentially, what we realized was that every time you play a game or you do something in an app it involves some kind of an achievement moment. You level up in a game, log a workout or finish a to-do list – that’s a meaningful action that deserves to be acknowledged. We realized these moments provided a natural pause and hold true emotional context, and presented a perfect opportunity for brands to help reciprocate that achievement by offering a reward.

Kiip is as simple a logging a daily run in a fitness app and receiving a reward for a free bottle of Propel Zero. Our rewards network currently has more than 2,000 apps (including Cut the Rope, Any.DO and more) and we now work with more than 500 brand partners, including major consumer brands like Mondelēz and Pepsi. We’ve raised $15.4 million in funding from IPG, Relay Ventures, Hummer Winblad, American Express Ventures, True Ventures, Digital Garage, Verizon Ventures and others.

What concerns do you have about your company Kiip?

One of our main challenges is educating the marketplace of the true meaning of the “moment”. Too often, we see tasks like loading an app or watching a video ad labeled as moments. We believe mobile is a series of moments, and that we consume our phone based on our needs (if I’m feeling bored, I’ll play a game; if I’m feeling productive, I’ll bring up my to-do list app; etc.). Helping the industry pinpoint those moments is something we’re continuing to work on.

Same thing with rewards. Whether it’s that flashing fake ad that you’ve won a free iPad or loyalty rewards programs that are rarely worth their investment, rewards for the longest time have been devalued. With Kiip, we brought back that serendipitous feeling of earning a reward. Everybody loves to win, and it’s important that brands realize that the concept of reciprocity can be extended to customer acquisition, engagement and brand building. It just needs to be executed the right way – conscious of consumer choice, relevant, and serendipitous in the moment.

What does “The Art of Marketing” mean to you?

With all the data and tools out there, it’s easy to forget that there should always also be an artistic side to marketing. Like an artist, you need to bring your vision to life with your distinct signature and in the best way you know how.

What drove you to start Kiip? Is this your first business?

Starting Kiip was somewhat unexpected. I had been working at Digg, but got laid off. Kiip was born out of a desire to control my own fate and not have that happen again. There was another more pressing reason as well: as a Canadian living in the U.S., when I lost my job, I lost my visa too.

I came up with the idea for Kiip while walking up and down the aisle on a flight. I was struck by just how many people were on their phones and tablets playing games, and how happy they were in these moments. I thought about how that happiness could be increased with a relevant reward from a brand they know and love, instead of an annoying banner ad.

I started my first business as a teenager – it was a design company where I used my Photoshop skills for various projects.

What have been the biggest shifts in mobile advertising?

Mobile “engagement” is evolving, specifically how brands and marketers are starting to change how they approach the mobile audience. It’s no longer enough to sponsor a banner ad – that is not going to get you any fans. In fact, it will probably agitate users more than anything. Mobile marketers are learning you have to take a human approach that respects the consumer and presents them with something meaningful and relevant. That approach equates to long-term brand love.

How has your age impacted your company? Positive/Negative?

I think my youth has had a positive impact. I have a work philosophy that you should use your superpower (basically, the thing you’re best at). My superpower is getting people really excited about stuff, and I think that energy and enthusiasm is a product of my youth. It’s helped us get our employees, partners, investors and the industry to buy into our vision.

Any advice for young entrepreneurs just starting out?

You need to bring your vision to life with your distinct signature and in the best way you know how.

Don’t be afraid of failure – learning what not to do is just as important as learning what to do. There’s no one-size-fits-all startup playbook, so there’s no wrong way to do things.

Have you identified any specific character traits that you possess that have allowed you to do what you do? What are they?

I’m a self-starter and I like to get things done very quickly. Obviously, the entrepreneur life lends itself nicely to that style. Working really quickly is one of the things I pride myself on being able to do.

image courtesy of thedrum.com