INside Performance Marketing
More than $2m to Help Mobile App Co ‘Rapidly Scale’ Business
Image Credit  Carnival

More than $2m to Help Mobile App Co ‘Rapidly Scale’ Business

Mobile brand accelerator business Carnival Labs has today announced completion of a $2.4 million ‘Angel Investors’ financing round.

The mobile app development company, which was founded in New Zealand but also has a New York hub, will use the funds to grow its work; to empower brands with the tools to succeed on mobile.

The round was co-led by Lerer Ventures and Gary Vaynerchuk, with participation from Google Ventures, Flybridge Capital Partners, Bowery Capital, David Tisch (BoxGroup), Jos White and Michael Lazerow. 

Co-founder and chief executive officer of Carnival Labs, Guy Horrocks, said Carnival Labs provides a unified mobile marketing platform, allowing any brand to grow their mobile audience and drive user actions across applications. 

“Today, brands need to grow their audiences and run campaigns on mobile just as they have across social networks in recent years. This takes expertise in mobile, smart use of technology and a long-term strategic vision," said Horrocks.

“With today’s investment, we’ve gained some of the most experienced brand, agency and technology partners as well as the capital needed to expand our work with the Fortune 500 and beyond.”

Carnival Labs’ product suite enables brands to create and publish content and campaigns across their mobile audience. 

Entrepreneur Vaynerchuk, who is also a New York Times best-selling author and co-founder of digital consulting agency, VaynerMedia, said this is his biggest investment to date and he was happy to put his money where his mouth is, as he believes in Carnival Labs that much.

“I haven't been this excited about an investment in a long time,” Vaynerchuk said.

“This reminds me of the days of Wildfire and Buddy Media when you just knew these platforms would have a huge impact on the future. I am beyond thrilled to be involved and support it.” 

As brands invest in launching mobile applications, the Carnival Labs platform increases the impact of those efforts with a particular focus on unifying brands’ individual apps, and creating targeted marketing campaigns that drive user actions.

Managing director of Lerer Ventures, Eric Hippeau, said too often brands are focused on simply having a mobile app and do not think strategically about their ongoing users after an app is live.

“We saw this trend happen across social networks over the last few years and the companies that provided the expertise and the tools to drive greater ROI from social efforts rose to the top of the field,” Hippeau said."

In the coming year, Carnival Labs will use this investment to ‘rapidly scale’ its sales, account management, and engineering teams in New York and New Zealand. 

 

Continue the conversation

Got a question or comment – tweet Pippa PippaC1 or comment on Twitter, Facebook or LinkedIN.

Pippa Chambers

Pippa Chambers

Freelance News Journalist at PerformanceIN - working to source the latest and breaking news in performance marketing. 

From newspapers to national B2B magazines and technology reporting, I have covered a variety of genres. NCTJ/NCE qualified.

Please email me at pippa.chambers@performancein.com and follow me @PippaC1

Read more from Pippa

Related Articles

Join over 10,000 performance marketers for the ultimate weekly update on industry news