Final fall, sidewalk supply robotic pioneer Kiwibot acquired cell automobile promoting agency Nickelytics, for $25 million.
On the time, the transfer appeared a bit out of left subject, however in actuality, it makes strategic sense. By buying Nickelytics, Kiwibot is unlocking a brand new income stream in out-of-home (OOH) promoting—not simply on its fleet of 500 supply robots, but additionally by means of Nickelytics’ current advert codecs, together with automotive wraps, truck-based adverts, and digital placements in ride-share autos.
The transfer additionally permits Kiwibot to present OOH advertising-interested manufacturers some fairly cutting-edge options. By integrating its route mapping expertise with Nickelytics’ information analytics, Kiwibot allows advertisers to trace impressions and engagement extra successfully. With a presence throughout 20+ states, the corporate can goal high-traffic zones with precision.
And what higher method to showcase this functionality than on the Tremendous Bowl? Kiwibot is deploying 50 branded robots close to the Caesars Superdome to advertise Cracker Barrel Cheese. These bots gained’t simply be rolling billboards—they’ll additionally distribute free cheese samples to game-bound followers. Whereas the Tremendous Bowl is understood for over-the-top promoting stunts, Cracker Barrel is taking a special strategy. As a substitute of spending $8 million on a 30-second TV spot, the model is betting on novelty, hoping for social media buzz and earned media protection.
Kiwibot, based in 2017, is a part of a broader development amongst autonomous supply corporations diversifying their enterprise fashions. Its friends are making comparable strikes—Starship is ramping up its personal ad-services enterprise, whereas Serve Robotics is increasing into back-of-house automation by means of its acquisition of Vebu and the event of its Autocado robotic.
